Art direction and design for Specialized’s Tour De France campaign. During the most famous race in cycling, Specialized wanted to drive interest and engage the cycling community at large. Teaming up with the social and retail teams, #ITSMYTOUR was developed as an engaging social strategy to interact with the fans and promote the brand. Fans from around the globe submitted posts via social and winners were chosen to win race-ridden bicycles. In addition, there was strategic brand events at the tour and various promotional support with in-store / online collateral.

#ITSMYTOUR was an enormous win for the brand and was featured as a Twitter success story!