Fox SP25 Trail MTB

Defining Perfection

“There are no words for the perfect lap. How do you define a feeling, an instinct, or a moment? But while we have no words to define the perfect lap, we have plenty of them to define the perfect gear to chase it in. Words that detail technical specs, testing data, and design development.”

For the SP25 Trail campaign that introduced the world to a new lineup of helmets, shoes, and apparel, the creative team worked to create a platform that didn’t attempt to define a way of riding for all the different types of riders out there, but instead humorously side-stepped the whole “marketing” angle and highlighted just how much engineering and design work goes on behind the scenes to create the perfect gear.

Creative Director: Chad Hilton
Creative Lead, Art Director: Luke Beemer
Copywriter: Janeen McCrae
Riding Photography: Russell Holiday
Riding Videography: Isaac Wallen
Studio Photography: Pete Appareti
Studio Videography: Jordan Hoover
Video Editing: Carlos Cortez
Design Support: Roxanna Suarez, Gabriela Quarante
Production Hero: Semir Hajdarevic
Marketing: Mikey Rangel, Michael Crocco