Services:
Production
Creative Direction
Art Direction
Graphic Design
Experiential Design
Videography
Photography
Production
Creative Direction
Art Direction
Graphic Design
Experiential Design
Videography
Photography
Overview:
Moto-X LAB was built on a simple idea: the future of a brand isn't found by abandoning its past but by rediscovering the mindset that made it original.
Developed as a creative engine for Fox Racing, Moto-X LAB was designed to operate outside the constraints of the core business. It gave the brand permission to experiment, challenge convention & develop concepts that could influence both the future of Fox & the culture surrounding the sport. Transforming innovation & an idea into something people could experience firsthand — LAB dominated the conversation in moto and beyond, leading to collabs with brands like Supreme & others that continue today.
Moto-X LAB was built on a simple idea: the future of a brand isn't found by abandoning its past but by rediscovering the mindset that made it original.
Developed as a creative engine for Fox Racing, Moto-X LAB was designed to operate outside the constraints of the core business. It gave the brand permission to experiment, challenge convention & develop concepts that could influence both the future of Fox & the culture surrounding the sport. Transforming innovation & an idea into something people could experience firsthand — LAB dominated the conversation in moto and beyond, leading to collabs with brands like Supreme & others that continue today.
Instead of producing traditional catalogs, we created a series of editorial publications that introduced the philosophy behind Moto-X LAB.
Influenced by fashion, architecture & industrial design publishing, the oversized ‘LAB’ book & ‘Ride Above’ photo book became permanent artifacts of the project — using print to communicate ideas, not just products. One communicated the overall vision while the other documented the biggest athlete in the sport preparing for the biggest moment in the spot, A1.
The launch was designed as a physical expression of Moto-X LAB's philosophy. To that end we designed an esperience that was a narrative people physically walked through. The event wasn't about the installations — it was about revealing an idea.
Everything in the space reinforced the same idea: Original Future. Guests first explored an exhibition celebrating Fox's origins through archival products, photography & artifacts before descending into a darkened space where the future awaited.