RUROC ACE CAFE
In collaboration with the infamous ACE CAFE, Ruroc had the opportunity to design 3 lids for each of their three ranges
(EOX, Atlas and Street).
My responsibility for this campaign was Art Directing the photoshoot alongside my Creative Director, with me taking full responsibility for the ‘Street’ shoot. I was also heavily involved in designing / delivering assets from Social posts to Email marketing.
Our design direction was influenced by vintage imagery of the heyday of the Ace Cafe- London. The world of 50s speedsters on their Cafe Racers, bombing down the 1/4 mile road outside the cafe. Slick backed hair and leather jackets. Cigarettes and lawlessness.
The challenge was incorporating the vivid memory of that world into the hi-tech, finely tuned helmets Ruroc produces.
When it came to the execution, we utilised the Ace Cafe - London as a set to legitimise the riders and helmets in front of it. Social, Film and Email creative used collage to remix and sample old imagery from the history of the Cafe, alongside our assets to blend both worlds together into a singular vision.
