In late 2004, Maxxis International launched the first radial-belted tire for ATVs. They asked Crux Studio to put together a campaign that reflected the innovation and quality of this new product. After lengthy discussions, we decided to put together a campaign driven entirely by product photography and sophisticated typography, as a way of elevating the iRazr in a market characterized by in-your-face advertising. Having established a creative direction, we produced a photoshoot, in which I acted as lead photographer, using moody lighting that references a high-end automotive look (and to my eyes, creates a gotham feel). With a deliberate omission of action shots, copy was given high prominence as a way of focusing targeted consumers on the technical merits of the tire. Three ads were run in succession over three months in all major ATV publications, with the final ad coinciding with the release date of the tires.