Lazer Cage KinetiCore — full ownership of a flagship helmet launch
Cage KinetiCore was Lazer’s first full-face MTB helmet built with their own KinetiCore impact protection. I was given full ownership of the creative campaign for it’s launch: Strategy, budgeting, shoot production and final delivery across video, photography and design.
The vision
The Cage launch was a chance for Lazer to show up properly in the MTB scene with something bold and built for real riders. I owned the campaign from initial planning through to production of every asset.
The campaign needed to speak to core MTB riders while staying credible and authentic rather than overly polished.
How I approached it
- 01 Audience-first casting Cast riders with riding competence the target audience would want to emulate, including younger riders since the helmet comes in sizes down to XS.
- 02 Full campaign ownership Managed budgeting, strategy, shoot organisation and coordination across internal stakeholders, freelancers and external agencies.
- 03 3D & real-world integrationStoryboarded a shot where the outer shell tears away to reveal the internal structure. Coordinated footage and camera specs with our 3D agency to blend live action into a 3D CGI sequence.
- 04 Multi-format delivery Directed product, lifestyle and feature photography and video, then handled design for the wider rollout.
Live action to 3D in one shot
The campaign’s signature sequence: a real shoot blended directly into a 3D reveal of the helmet’s carbon fibre structure.
The outcome
The campaign gave Lazer a bold, credible launch for its first KinetiCore full-face helmet — balancing authentic storytelling with technical product communication, delivered end-to-end by a small but dedicated team.
Related Work & Projects
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MTB Helmet Content Production
Took full creative ownership of a flagship product launch. Strategy, budgeting, shoots and final assets for Lazer's first KinetiCore full-face helmet.
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