SP—082 / Automotive & mobility · Launch campaign
DAY RIDER
A creative direction for a city bicycle concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop DAY RIDER, a fictional concept for a city bicycle concept. Category conventions can drown out the everyday reasons someone chooses a vehicle. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People evaluating a vehicle or mobility service for their real daily journeys.
The strategic idea
“MAKE THE COMMUTE YOURS.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Connect a recognisable journey to a distinctive product silhouette. Keep technical, safety and environmental claims tied to supplied specifications.
The creative direction
An original wheel-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for DAY RIDER. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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