The Love Handles campaign plays on the silicone material the grips are constructed of, differentiating it from other grips in the components line. The voice of the brand, and my direction as the Director of Marketing at the time, was to push the envelope but never cross the line and risk alienating a faction of our larger, more conservative, retail customers. Cheeky and clever, the execution of this concept was on brand and the campaign successful garnering compliments from buyers of large North American sporting good chains. View Article

My role: Planning, location and model scouting, logistics coordination leading up to the shoot, staging on set, oversight of final ad layout creative and copy creation.

Credits: Dan Fong (concept & print ad layout), Sterling Lorence (staging and photography), Connor McLeaod (video), Rob Bohncke (sexy sax)