KinetiCore is Lazer’s rotational impact protection system, integrated directly into the helmet. As creative lead on Lazer’s side, I acted as creative spokesperson to an external agency, storyboarded the campaign films, and artworked the global launch materials.
1.5 yrs
Spanned managing the agency partnership through to global launch
3
Campaign videos
6
Helmet ranges given consistent global launch materials
Overview & the challenge
KinetiCore needed messaging that clearly explained how it worked, set it apart from traditional systems, and engaged everyone from cyclists to retailers and ambassadors — consistently, across global markets.
I introduced and onboarded the external creative agency, then acted as creative spokesperson to keep Lazer’s intentions aligned and clearly communicated throughout the 1.5-year project.
My responsibilities
- 01 Storyboarding & video direction Storyboarded the teaser and product films, including a 'canyon sequence' inside the helmet, working directly with the animator.
- 02 Imagery coordination Coordinated all required imagery from Lazer to the agency, aligning internally before anything was sent over.
- 03 Artworking for productionTook the agency's creative intent files and artworked every asset for production readiness.
- 04 Global launch materialsSupported packaging, print ads, in-store displays, event resources and education materials worldwide.
The campaign
The same creative system applied consistently across the full helmet range and every touchpoint.
The outcome
The campaign delivered clear, consistent messaging that resonated with customers and set KinetiCore apart in the market, supported by a cohesive set of assets across print, digital, in-store and event materials.
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