Social campaign to launch the new Opus Horizon gravel bike

Role: Brand Strategy - Creative Direction - Social Campaign - Copywriting - Photography

Key Deliverables: Social launch campaign. UGC generation. Influencer engagement.

Opus Bikes wanted to use the type of authentic ‘bike shots’ that passionate gravel riders love browsing, yet differentiate themselves enough to stand out in the scroll to get the Horizon name known. Tapping into the insight of how long distance riders are constantly discovering new places & experiencing random streams of thought, I developed the campaign theme BROADEN YOUR HORIZONS.

I also crated a flexible & unique execution treatment where any bike photos containing a horizon line could be placed together to create an infinite, scrollable horizon line in Instagram & Facebook carousels. This gave all executions a consistent look yet different enough to stand out in the scroll.

CAROUSEL EXECUTIONS

The execution device also allowed the Opus internal studio to edit UGC into playful skyline carousels & brief their ambassadors to shoot their road trips with horizon lines. Riders also shared their own horizon line bike photos on social channels to use in the campaign, putting the Horizon model on the map.