ABOUT

The Apex twintip was introduced to the Airush range in 2014. Due to its product placement, image and target market, it has lent itself to the most visually creative and edgy campaigns within the range. For the 2014 campaign, graffiti artist Tim Goodman transferred the sharp abstract shapes of the Apex graphic onto a massive canvas board which was used in the action shoot to obtain some very surreal looking photos and video footage. For 2015, I was asked to evolve the product graphics and supporting campaign concept. I evolved the sharp graphic direction by creating multiple angular overlapping shapes, which convey a feeling of movement and surrealness. I wanted the campaign to capture this and thought the use of mirrors in the action shoot would be the perfect medium. For 2015 we cut glass mirrors into two massive angular pieces, providing the backdrop for the shoot, while reflecting the graphic and rider from multiple angles. For 2016 we took this further by creating a massive installation composed on multiple angular glass mirrors, mimicking the board graphic and multiplying the angles and otherworldliness captured in the shoot. Our tagline “ The performance perspective”