THOR MX
Rebirth of an Industry Epoch
The first to ever do it. THOR Motocross literally and figuratively blazed the trail for all motocross apparel companies since its inception in ‘68. Gaining popularity and rider approval THOR reached its summit during the extreme sports heyday of the late 90’s through to the early 2000’s. Times and tastes shifted, as they always do, so our goal became to begin the transformation back to the top step.
Project Roles
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Concept Creation
Art Direction
Design
Retouching
2016 Creative Direction
We felt it time to stray from the redundant and the expected and start to re-embrace both the purists and the wild ones. Internally, our rally cry was 'Geared for Grit'- defining through art and copy the beauty of the rider directing his bike fearlessly in the chaos of those ever-changing moto-scapes. We set out aesthetically to be rougher and grittier than previous years, yet crisp and modern enough to turn the heads of the industry as a whole. Ad lines were straight jabs to the face, saying less about product FnB’s and more about what matters most.
The 2016 catalog needed to drip from cover to cover. We started by featuring the best rider in the game centered in a dream like collage that would immediately launch your moto dreams out the starting gate. We spared the internals from the monotony of the dreaded catalog feel by adding colorful geometric elements that weaved together each section of the 168 page behemoth.
Art direction and design for top tier collections.
DEPLOYED R.V.
Ryan Villopoto- the LeBron James of Motocross made the decision to leave the US race circuit for the international stage. An International Ad and microsite campaign was launched to connect fans with Ryan’s journey. The site connected fans with his movements both on and off the track- including an interactive map of each race circuit, a racewear picker that showed each kit he would race in, and a central home for social feeds. 4-up slide shows primary images used to composite main campaign art.
2017 Thor Gear Launch Event
This launch was a great opportunity to create signage and style the event. The theme was Craft Calif Gear, the setting at Cellar 3, the beer Green Flash, so there had to be custom pint glasses and coasters to match.
