Lazer KinetiCore Campaign Development

Client

Lazer in-house

Year

2021

Overview & the challenge

KinetiCore is Lazer’s innovative rotational impact protection system, built directly into the helmet for improved safety without adding extra weight, sacrificing ventilation, or increasing costs.

As part of the Lazer marketing team, I worked on a campaign to help communicate just how game-changing KinetiCore is for helmet safety, making sure we explained its benefits clearly and set it apart from traditional impact protection systems.

The campaign aimed to:

  • Explain how KinetiCore works as a fully integrated solution.
  • Show how it’s different from other impact protection systems.
  • Engage a range of audiences, from avid cyclists to retailers and ambassadors, with messaging and creative that spoke to their needs.
  • Keep everything consistent across global marketing materials, packaging, and digital platforms.

As the creative lead on Lazer’s side for the KinetiCore campaign, my main responsibilities involved brand guardianship and content coordination. I introduced a creative agency partner to the company and brought them on board to help us bring the launch campaign for this new technology to life. My responsibilities included:

⸺ Creative Spokesperson

From the beginning, I served as the creative spokesperson for Lazer, ensuring our internal creative intentions were aligned and clearly communicated to the agency throughout the project.

⸺ Imagery Coordination

I coordinated all required imagery from Lazer to the agency, ensuring everything was aligned internally on the visuals we’d be using before sending them over.

⸺ Artworking for Production

I artworked all assets for production, ensuring they were ready to go. The agency provided the creative intent files, and I handled the production preparation.

⸺ Video Production Direction & Storyboarding

I storyboarded the campaign teaser video and product-specific videos, showcasing KinetiCore’s innovative design with a “canyon sequence” inside the helmet and highlighting key helmet features in dynamic 3D environments. Then worked directly with the animator to bring these videos to life.

⸺ Global Launch Materials

I supported the creation of packaging designs, print ads, in-store displays, event resources, and educational materials for the global launch.

The Outcome

Key Takeaways

The campaign helped deliver:

  • Clear Communication: Messaging that effectively explained the benefits of KinetiCore in a way that resonated with and made sense to customers.
  • Consistent Creative: A cohesive set of assets that worked across print, digital, in-store, and event materials.
  • Unique Positioning: We helped set KinetiCore apart as a new and innovative solution. Not only from a product perspective but with branding designed to stand-out in the market.
  • Support for Growth: A set of brand guidelines and systems designed to help Lazer effectively launch future products featuring KinetiCore, establishing it as a recognisable sub-brand within the product range.

This project showed my ability to:

  • Help manage complex marketing campaigns, ensuring everything came together from start to finish.
  • Keep things aligned between my company and an external partner on a large project that spanned 1.5 years.
  • Conceptualise video content, taking ideas from initial concepts to polished final assets.
  • Artwork a wide range of materials, making sure everything was ready for production.