PROJECT:
ODI GRIPS 35 YEAR
MUSHROOM II CAMPAIGN
ODI Mushrooms, the grips that set
the BMX and free-ride scene on fire.
CLIENT:
CATEGORY:
Campaign
Account Director:
Photographer:
In the 1980’s ODI released the Mushroom Grips. A grip that would come to set the stage for a free-ride and BMX revoloution and become an iconic symbol of the sports foundational years. Years later, ODI decided to have a limited re-production of these stage seting grips to commemerate their 35th anniversary of “setting bars.” IT was an honor to work along side ODI to celebrate this milestone and pay homage to BMX heros such as Ron Wilkerson, Greg Hill, Mike Dominquez, and Tommy Brakerns.
THEME DEVELOPMENT
The first step in the development of the Musroom II campaign development was setting a stage for a theme. ODI liked the concepts of a timeline and rustic 1980’s garage. In addition, ODI was interested in a multi-faceted traditional and digital/social campaigns so it was imperative we understand the significance of the history and get a feel for the heyday of BMX during the 1980s. Here is the copy used to set the strategic theme as well as concept mood board.
35 Years of Pushing Limits
35 years ago ODI released the Mushroom Grips and set the BMX and Free-Ride scene on fire. The innovative “Mushroom webbing” and “Grip-ton Rubber” reduced fatigue, increased grip, and made them the most durable grips on the market. Hero’s to the tune of: Ron Wilkerson, Greg Hill, Mike Dominquez, and Tommy Brakerns forged their careers using Mushroom grips.
For a limited time ODI is re-releasing their Mushroom II grips. Pay tribute to the Hero’s that defined BMX and experience why Mushrooms are just as innovative today, as they were in the 1980’s
HERO IMAGE PHOTOGRAPHY
(1980’s Garage)
PRODUCT PHOTOGRAPHY
