Ruroc designed a brand new shell construction to accommodate
riders within the inner city, the 125 rippers getting on two wheels
for the first time.

The task? Produce a campaign reflective of the aesthetics,
culture and livelihood of these urban explorers.

This campaign speaks to these riders by utilising film, photography and design with which first time riders can relate and feel a part of.
An urban design style influenced by music and art. Wheatpaste posters which would find a home on the walls outside London nightclubs. Animated logos which wouldn’t look out of place populating drill music videos. Textures and film effects which evoke the noise and pace of central LA. Photography indicative of the hottest streetwear brands.

As Art Director for this campaign I was responsible for aligning the creative concept with the produced assets, ranging from photography, videography, social media posts, email marketing, website assets and more; whilst producing a range of this content as well.

The Street campaign has seen steady sales and has solidified itself
as one of the best helmet ranges for young riders to this day.