And so does grabbing people’s attention. This campaign was targeted at bringing awareness to the fact that the company was carrying a very specific and elusive size range of tires, that are actually much smaller than what is commonly available. ‘Stretch’ refers to putting a small tire on a wide wheel- and the term ‘Safe Stretch’ was a perfect fit. Photos and Design - Daniel Coop

At Black Forest Industries we think everything should be lower, even the delivery van that brings you your very own set of JOM coilovers. This height adjustable suspension kit offers a streetable ride, a 2 year warranty, and they go low enough for you to proudly ruin more than a few oil pans. And even better, if you send us a photo of your car before and after your JOM coilover suspension install, we’ll send you a $50 webstore coupon all because you lowered it.

The “Low” decal was created to mock / pay homage to the “Tow” decal that all race cars are required to display pointing to their tow hook. This decal accompanied our contest where customers sent before and after photos of their lowered cars. We used the before / after photos for social media fodder and the decals themselves took off and have since been copied and imitated internationally.

This phrase is Germish for “Needs More Low”. This was a follow up to our previous campaign where customers were asked to send in photos demonstrating why their car needed to be lowered. This was the winning photo of hundreds of submissions. In the end there was essentially a tie in the voting and we wound up giving away two suspension kits as an act of good faith. See the voting here: https://bit.ly/2Rz8GkG

Second winning photo submission.

In an effort to draw attention to our new product line we want to subtly call attention to our new clutch kits, which also included a lightweight flywheel. We incorporated the parts into the watch face with the intention of confusing the reader with the hopes that the tag line would hook them further. This half page ad ran in multiple major automotive magazines, as well as was used as a banner advertisement on our website

It goes both ways, or sometimes it doesn’t. This campaign was to announce the re-release of a halo product in a more neutral colorway. I lobbied to depart from our previous ostentatious yellow to something that was more likely to suit a wider audience. Photos and design - Daniel Coop

Product image I shot for the re-release

This was a famous quote by Ayrton Senna, an iconic and legendary Fomula 1 driver who was the inspiration for one of three t-shirts from of our seasonal apparel line. The other two drivers, James Hunt and Nicki Lauda were nearly as infamous an whose racing liveries lent well to adapting to our brand. The stand out graphic was the “GOODLUCK” logo. We included a complimentary decal with each purchase. The good luck logo has gone on to be one of our most popular offshoots. I also adapted the James Hunt livery to my own Bell Bullitt motorcycle helmet as an homage to his. We had multiple offers to purchase this one off helmet which were politely declined.

The good luck logo shown with Nicki Lauda wearing the sponsors which inspired the Lauda shirt.

Front of the Lauda shirt

Back of Lauda shirt