For nearly four decades, the Kawasaki Team Green program has provided unparalleled factory support to all Kawasaki riders, with industry-leading racing contingency, online support, and Kawasaki dealer and trackside support.
With the launch of the new line of 2016 KX motocross bikes, Kawasaki wanted to focus heavily on their Team Green program. Team Green provides trackside and other support direct from the Kawasaki factory professionals regarding bike settings, new technology, repairs and race strategy. It is offered to Kawasaki KX riders of all ages.
The biggest development for this race season was adding Supercross legend and former Kawasaki rider Jeremy McGrath to the team as Brand Ambassador. Jeremy was an incredible addition to the squad and provided excellent mentorship to younger riders.
I helped lead a team of creatives tasked with bringing both the product line launch, and the addition of Jeremy to life on Kawasaki.com as well as through video content.
Together with the cinematographic radness of Tim Logan, I directed two videos to help launch the campaign. We spent the day out at the track with Jeremy and four young Team Green riders capturing tons of footage and talking with Jeremy about why he decided to team back up with Kawasaki.
Below is the Jeremy-focused Team Green spot. Shot by Tim Logan, directed and edited by yours truly.
Alongside video, there was a significant web presence developed for the KX bike line on Kawasaki.com. The Kawasaki website was constructed to house rich content to communicate technical features and a more brand focused experience.
Spearheading the use of all HTML5 interactions, I led the team of web designers and developers to bring this campaign to life. The KX Vehicle Experience gave the user intel on Team Green, the history of the KX line, as well as bike settings and recommended adjustments for racing styles. All within the flow of the product detail page.
Developing the Vehicle Experience and Top Feature modules on the product pages of Kawasaki.com was an intensive process. We wanted to make sure that we could offer up a rich user experience without disrupting the research path of the consumer by taking them to an external micro-site.
I also helped spearhead the effort to abandon the reliance on Flash to develop the rich interactive content at Fuse. We had extremely strong Flash developers that needed to make the transition to HTML5 and through the process of developing these modules, that transition was a success.
This product launch laid the groundwork for enhancements and updates to the experience on Kawasaki.com and brought feature and benefit communication to the forefront across all product lines.
Go check it out.
Read through the challenges and thinking behind some featured creative work. Be sure to reach out to chat through anything in more depth!