I briefed creative agency on goals and rider profile. Came up with campaign tagline as well as studio and action photography of product. I conceptualized and managed unique press for Lefty launch. Inviting Pinkbike to not only learn more and ride the product months in advance but also to meet the engineering minds behind the product. For this project, I championed the idea of separating the Lefty fork from the F-Si bike it was introduced on as the majority of riders are not interested in an XC hardtail. This allowed PinkBike to put the fork on whatever frame they wanted so they could just focus on performance. This helped push the Cannondale brand back to innovator status in the marketplace.