In late 2010, the Truckee Meadows Bicycle Alliance approached me, directly this time, and asked me to take on the creative process for the 2011 campaign. I was offered creative liberty to come up with a concept (as if I needed any incentives to begin with.)
The campaign aimed to reach as many groups as possible. The creative process then sought something that would reflect the many things people might do in Reno and could be put toegher with a bike; perhaps more specifically, something they might wear to work . Placing office-attire footwear on riders casually taking a stroll to work could speak directly to at least a few different groups, and indirectly to just about everyone.
This campaign was awared a Gold ADDY in 2012.