SRAM’s Eagle Transmission foundationally improved the experience of shifting a mountain bike. When a product is such a step-change from what’s come before, it delivers the dream riders have been waiting for. As SRAM’s biggest product in their portfolio, it demanded a launch that matched its disruptive energy.

I jumped into the deep end, serving as script supervisor and collaborating closely with the director to breathe life into a narrative that captured the Eagle’s magic. Beyond that, I took on the critical task of editing the product explainer video and traffic-driving assets – editing every frame with surgical precision to amplify the tech’s jaw-dropping brilliance for riders and buyers alike

With this being SRAM’s heaviest hitter, I also helped orchestrate an internal shoot, amplifying the campaign artwork to rally the team and set the tone.

The outcome: a product launch that sparked a seismic shift, cementing SRAM as the undisputed king of the mountain.