With more power than any SRAM brake, Maven is the extreme duty brake riders have been waiting for. More than just brute force, its power is progressive, responsive, and usable. The kind of power that makes riding with personalized control possible, in situations where it matters most. With an ability to augment, influence and control like never before, Maven gives riders the confidence to charge harder, and faster. In other words, it gives riders New Powers.

For this project, I concepted and developed the creative campaign. Then I wrote long, medium and short-form copy expressing the benefits of power in surplus, increased lever sensitivity and smarter heat management for print, email, social and digital.