Lazer Cage KinetiCore Shoot & Campaign Development
Client
Lazer in-house
Year
2022
Role
Creative lead across strategy, content and delivery
The Vision
The Cage KinetiCore was a big step for Lazer—the first full-face MTB helmet built with KinetiCore, their own impact protection technology. It had been in development for a couple of years, and this launch was a chance for Lazer to show up properly in the MTB scene with something bold and built for real riders.
I was given full ownership of the campaign, which meant overseeing everything from the initial planning and creative direction to the production of all assets. That included budgeting, building the campaign strategy, organising shoots, working with our internal and external teams, and creating the final materials across video, photography, and design.
Building the campaign
I started by developing a campaign approach that would speak to core MTB riders—those who live for bike park laps and want gear that performs and looks the part. The Cage is built for this kind of riding: full-face protection, tough construction, and still light enough for the climbs when you need to pedal.
We wanted the campaign to feel real, relatable, and aspirational—so we cast riders with distinctive riding styles that others would want to emulate, and included younger riders too, since the helmet comes in smaller sizes (down to XS).
3D Helmet Material Integration
I worked as Content Coordinator for Lazer where I led the transition from studio-created imagery to 3D-created visuals for the global product portfolio as part of a €250K project. Leveraging my relationship with the content creation agency, I negotiated additional content at no extra financial cost – they were keen to showcase their new 3D capabilities now that all product models were available in the 3D “toolbox.”
At the same time, we needed a clear way to communicate the material design of a new product I was producing a video for. I storyboarded a key shot: a mid-action
moment where the outer shell tears away to reveal the internal structure. I then coordinated closely between the agency and the videographer, facilitating the transfer of original footage and detailed camera specifications. This allowed the agency to accurately recreate the product’s position, depth of field, and movement in 3D, and to design a seamless transition from a real-world lifestyle environment into a fully 3D scene that matched the storyboard vision.
Then I managed the handover of the 3D assets back to the videographer, who integrated the sequence into the final edit.
Content creation & coordination
Key Takeaways
Once the plan was in place, I took care of organising and directing the shoots—product, lifestyle, and feature imagery—alongside our videographer and photographer. I also handled graphic design for the wider rollout and coordinated the video edits, making sure we had all the right formats for different channels.
This was one of those projects where I got to be involved in every step—from shaping the idea to seeing it live. It was a good challenge, pulling together a lot of moving parts, and I’m proud of how it came together with a small but dedicated team.
This project highlights my abilities to:
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Lead a campaign from start to finish – managing everything from strategy and budgeting to creative direction and final delivery
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Create audience-focused content – developing a campaign that resonates with core MTB riders through authentic, relatable storytelling
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Coordinate cross-functional teams – aligning internal teams, freelancers, and external agencies to deliver a cohesive end result
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Bridge creative and technical elements – planning and executing a seamless integration of 3D visuals into real-world footage
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Be hands-on with content creation – contributing directly to video production, photography, graphic design, and multi-channel assets
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Deliver high-impact work with lean resources – working efficiently within a small team to create polished, professional outcomes
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Tell strong visual stories – presenting product features in a way that connects with the lifestyle and aspirations of the target audience