THE LEADVILLE RACE SERIES. It takes a special breed to race Leadville. The altitude, the terrain, the distance, the elements, the unknowns – each takes its toll. So why do it? Why endure months of training and hours upon hours of racing, just for – a buckle and bragging rights? Because you have grit, that’s why. Because you’re determined. Because while the rigors of the race may leave a deficit, you have what it takes to dig deeper and to rise above, big and bad like these mountains, never looking back, forever changed. Your legend starts here. This is the campaign I created in 2016 for the Leadville Race Series. I wrote all the copy, did all the art direction and chose all the photos. I then created a style guide that allowed us to easily choose between lines and photos to target specific audiences in the Race Series. In 2017 I actually raced in the Leadville Stage Race and the Leadville 100 MTB Race. I happily finished both, but not fast. In 2018 we did another campaign with the "Rise Above" tagline. This direction allowed us to reach different audiences based on their motivations. I produced print ads, web ads, and social assets for this campaign.