On Track Off Track
Project Type
CAMPAIGN
Work
CREATIVE DIRECTION
I have led the campaign, direction, web design for the On Track Off Track campaign. I brought 6 of Alpinestars top athletes to represent them in a way that Alpinestars has not shown before. We explore these athletes as individuals. They were shown in attire outside their regular race uniforms, but still keeping a piece of their racing gear as a piece of their competitive side that they always carry and implement in their daily lives. We interviewed each athlete to get to know them as both individuals and as athletes.
Web Design
Designed and implemented the athlete page, gallery, and interview of the athletes
Social Media Campaign
Implemented a social media campaign with the hastag #ONTRACKOFFTRACK in collaboration with all the athletes.
"An inspiration for me on and off the track is seeing people that look like me sharing their experiences and desires in the world of racing, and not thinking it was poisssible until meeting myself. This adds so much perspetrive to how important it is for me to be both a successful driver and a good man"
LIA BLOCK
Rally and F1 Racing Driver
“ONE GOAL. ONE VISION.” quickly yet powerfully encapsulates the collective passion of Alpinestars and their top athletes. To achieve greatness, win championships, and break records, it takes unceasing determination and commitment, day in and day out. For top athletes, it’s a way of life. Whether it's a commitment to daily routines away from racing or hitting an apex at maximum attack, everything is done with the sole purpose of achieving the ultimate goal of champion status.
ON THE TRACK OFF THE TRACK explores a space in between parallel worlds, where grid life and daily life come together. This is an exercise in blending Alpinestars' high-performance protection products with everyday lifestyle and design. We look into Lia Block, Jason Anderson, Raja Caruth, Mikayla Nielsen, Ashley Fiolek, and Jessy Nelson not only as athletes but individuals.
#ONTRACKOFFTRACK
"Patience is a value I use on and off the track. To be a good driver you have to know when to push and when to wait for the right opportunity. I try to implement it into my daily life as much as possible, to make myself a better human."
JASON ANDERSON
Professional Motocross Athlete
JESSY NELSON
Professional Motocross Athlete
"It's important to find the balance between absolute discipline and just letting it all hang out."
MIKAYLA NIELSEN
Professional Motocross Athlete
"I find inspiration in myself the best I can because I am afraid to fail. If you're going to do something, put your all into it. Always work harder than the person next to you even if it's as simple as sweeping a floor or a competitor you think might be doing more than you and it makes you lose sleep over it. The nightmares of failing are what make you be the best.."
ASHLEY FIOLEK
Professional Motocross Athlete
"I am always trying to have fun and make the best out of it no matter what!"
RAJA CARUTH
Stock Car Racing Driver
"I Want to be the best role model I can be on and off the track for younger girls who want to ride. I want to show those girls that anything is possible through hard work and dedicaation."
