Test
Pilots
GOREWEAR | BERLIN / GLOBAL
BRAND ACTIVATION
THE ASK
Build an activation that supports the SU20 collection launch — one that connects real athletes with the brand and brings the collection to life beyond traditional marketing.
THE CONCEPT
We asked: what if performance gear didn’t just belong to elite athletes – but to real people living real lives? For SU20, we sent everyday riders and runners out to test the kit in the wild, gather their feedback, and document their journey. The visual language reflects that authenticity – personal, raw, human. Hand-scrawled notes, collage textures and time-stamped photos turn lab-grade performance into living stories.
MY ROLE – CONCEPTING & IDEATION, ART DIRECTION, DESIGN
THE RESULT
A collaborative activation concept that builds brand trust, humanises performance, and gives GORE Wear an authentic connection with end users. Through the collaborative test-pilot journeys we create a visual archive rooted in lived experience – a launch that spoke to real people, not just athletes.
