Meet Maven – SRAM’s most powerful brake ever, engineered for riders who crave the edge. It’s not just raw strength; it’s progressive, responsive power you can feel, tailored for control when the trail gets wild. With unmatched sensitivity, smarter heat management, and the ability to dominate any descent, Maven doesn’t just stop bikes – it empowers riders to push harder, charge faster, and own every moment. This is braking redefined: New Powers unlocked.

The mission? Launch Maven as the extreme-duty brakes riders had been waiting for, cutting through a crowded market of tech-heavy noise. I took the reins, concepting and crafting a creative campaign that turned brake specs into a rider’s superpower narrative. From there, I wrote dynamic long-, medium-, and short-form copy – spanning print ads, emails, social posts, and digital banners – highlighting surplus power, pinpoint lever feel, and heat-defying performance in language that hit hard and stuck.

The outcome: a product launch that ignited confidence, fuelling riders to redefine their limits.