I served as senior designer and photo art director, collaborating with the team on the product launch campaign for RadKick, Rad Power Bikes’ new, lower-priced, high-value ebike. Designed for college students and urban dwellers, this model offers a lighter weight and a more affordable price point — ideal for city living and budget-conscious riders.
The campaign concept, Meet Your New Sidekick, positioned the RadKick as the perfect companion for everyday adventures: running errands, hitting the gym, or meeting friends for brunch. We crafted a fun and approachable narrative to make ebikes more accessible to first-time buyers. Visually, the campaign drew inspiration from social media trends to create an authentic connection with a younger, digitally savvy audience.
Client —
Rad Power Bikes
Credits —
Creative Director: Marina Harnik
Copywriter:
Justin Duckham
Visual Designer: Jessica Cantwell
Photo Producer: Jacqui Trent
Project Manager: Grace Dwomoh
Lifestyle Photography: Arisa Yoon
Lifestyle Videography: Carson Talbert
Editorial Studio Photography and Videography: Ky Elliot
My Role —
Senior Visual Designer, Photo Art Direction, Concept Development with Creative Team, Design Ideation
Connected TV and Social Media Videos:
The campaign featured 30-second and 15-second videos that ran on connected TV (CTV) and across various social media platforms. While the new RadKick took center stage, the videos also showcased legacy models, highlighting the full Rad Power Bikes lineup to appeal to a broad range of viewers.
Landing Page:
The landing page drew inspiration from social media, featuring a bold, chunky lockup, brightly colored sticker-style elements, and playful, curvy photo frames that added energy and fun to the design. The clean, easy-to-navigate design clearly highlighted the key benefits and differences between the two RadKick models, helping shoppers make confident choices.
Paid and Organic Social Media:
The concept was a perfect match for both our paid and organic social media placements. The photography and design were tailored to resonate with a younger audience, highlighting the RadKick's affordability. We streamlined the visuals to ensure the bike remained the focal point of each placement.
Email:
Our emails incorporated the campaign's visual elements, but in a more subtle way to prioritize deliverability, legibility, and functionality.
Store Signage:
For retail stores, we designed a single sign that effectively communicated the key differences between the two RadKick models. This signage was placed next to the bikes on display to provide clear, quick information to customers.
One-Pager:
For every new product launch, we create a one-pager that highlights all the key bike specifications. It’s distributed in stores as a printed flyer and shared digitally with publications and affiliates. While the design leans more toward company branding rather than campaign-specific branding, it incorporates campaign photography to maintain visual consistency.