Work Experience
Fox Racing
Lead Graphic Designer + Art Director
Case Study 01
Rampage RS Global Campaign
For the introduction of the newest pinnacle downhill helmet for Fox Racing, I art directed and designed a campaign that involved a combination of our top tier athletes, 3d modeling and rendered scenes, and a story about out-of-this-world performance. Alien-like technology built for alien-like athletes.
Creative Director: Dustin Ortiz
Art Director, Graphic Designer: Luke Beemer
Copywriter: Janeen McCrae
Creative Operations: Steven Kasprzyk
Rendering Studio: Vanz Media
Photography/Videographer: Cole Nelson
Case Study 02
Spring ‘25 Trail Global Campaign
“There are no words for the perfect lap. How do you define a feeling, an instinct, or a moment? But while we have no words to define the perfect lap, we have plenty of them to define the perfect gear to chase it in. Words that detail technical specs, testing data, and design development.”
For the SP25 Trail campaign that introduced the world to a new lineup of helmets, shoes, and apparel, the creative team worked to create a platform that didn’t attempt to define a way of riding for all the different types of riders out there, but instead humorously side-stepped the whole “marketing” angle and highlighted just how much engineering and design work goes on behind the scenes to create the perfect gear.
Creative Director: Chad Hilton
Creative Lead, Art Director: Luke Beemer
Copywriter: Janeen McCrae
Riding Photography: Russell Holliday
Riding Videography: Isaac Wallen
Studio Photography: Pete Appareti
Studio Videography: Jordan Hoover
Video Editing: Carlos Cortez
Graphic Design: Roxanna Suarez, Gabriela Quarante
Production Hero: Semir Hajdarevic
Marketing: Mikey Rangel, Michael Crocco
Case Study 03
Chaos Build Character Seasonal Thematic
I directed and designed a seasonal thematic for Fall ‘25 that focused on the interplay between chaos and composure on the race track. We honed in on “chaos collages” that spoke to the raw energy and punk feeling of all-out racing. This look and feel became the connecting thread between events like the Fox US Open downhill race and the MX26 global campaign.
Case Study 04
Purevue Eyewear Global Campaign
I worked on the team telling the story of an all-new product at Fox Racing, mountain bike goggles designed specifically for half-shell helmets. This is a very niche product, but one that continues to define Fox as an innovator within the space and answers a true need for mountain bikers looking for better eyewear on their everyday rides.
Our north star was the message of “Clear Vision. Clear Mind. Clear Focus,” which led to the direction for the studio photoshoot that presented the holistic perspective that these goggles bring to a rider. I also used smaller design details like a flare on the typography and a new goggles icon to drive home the idea of microscopic levels of details that let you pay more attention to the big picture and get lost in the ride.
How I contributed:
Creative Ideation
Studio Photography Direction
Studio Photography Compositions and Editing
Design Direction
Typography
Design Production
Collection
Brand Design Work Assorted Campaigns + Activations
In my time as lead designer and art director at Fox Racing, I was able to bring the stories of athletes and gear to life through a myriad of culturally-relevant campaigns , events, and experiences. I drew from my own experience with racing and riding mountain bikes to have a true perspective on the work that celebrates the culture and inspires more people to connect with the art of riding bikes.
