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Specialized: You Can Never Be Too Specialized

It's not easy making naked bike equipment art gallery-sexy, but, clearly, it's not impossible. "Specialized has a unique philosophy behind each of its product lines," says Goodby, Silverstein AD Claudio Venturini, "and the assignment w

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It's not easy making naked bike equipment art gallery-sexy, but, clearly, it's not impossible. "Specialized has a unique philosophy behind each of its product lines," says Goodby, Silverstein AD Claudio Venturini, "and the assignment was to bring those philosophies to life. The solution was to photograph products in abstract, metaphorical ways and use that to talk about the thinking behind them. We ended up with images that we think are cool enough for people to actually put on their walls." With photography by Dan Escobar (www.arlenejohnson.com) "we tried to capture as much in-camera as possible," adds Venturini. "But, naturally, there was a fair bit of retouching involved." The post work was handled in-house by Escobar, ACD Steve Mapp and Venturini, who notes "it was a collaborative process that involved lots of Chinese takeout and Red Bull." Nice product placement, man. The copy on the lead ad: "Women cyclists. We're a little bit different. We need equipment made especially for us. Not only frames, but tubesets, handlebars, saddles, shoes, grips and gloves, engineered to match our proportions. Just painting it pink doesn't cut it anymore."
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About

Credits
Date
Oct 20, 2005
Client:
Specialized
Creative Director:
Rich Silverstein
Associate Creative Director:
Albert Kelly
Associate Creative Director:
Steve Mapp
Art Director:
Claudio Venturini
Copywriter:
Roberto Lastra
Photographer:
Dan Escobar
Agency:
Goodby Silverstein & Partners
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