Blaze your own trail
Avon Trailrider 2
Expertise
- Creative Strategy
- Campaign Development
- AI Video Production
- Video Production
- Art Direction
- Print Design
The opportunity
The adventure trail tyre category is one of the most competitive in motorcycling. It is a crowded market, with brands all competing for the attention of riders looking for freedom, performance and the promise of the next adventure.
When Avon came to Juice to launch the new Trailrider 2, it was an important moment. This was our first tyre launch for the brand, and with EICMA just around the corner, we needed to create a campaign that would help the product stand out fast.
The challenge
We needed to do more than create launch assets. We needed to develop a strong creative platform that could work across the whole campaign and give the product a distinctive place in the market.
That idea became Blaze Your Own Trail.
It captured the spirit of the rider and the product perfectly. Independence. Adventure. The confidence to take your own path.
But there was a challenge. We had very little time and very little budget.
The creative ambition was to take riders to the spectacular mountain roads of Mallorca and build a whole campaign world around that journey. In a traditional production model, that would have required overseas shoots, travel, crew, logistics and significant cost. It simply was not possible within the timeframe or budget.
So, in the spirit of the idea itself, we blazed our own trail in production too.
What we delivered
Using AI-assisted creative production, we brought the Blaze Your Own Trail platform to life across the full launch campaign.
We created a 60-second launch film set against the dramatic roads and landscapes of Mallorca, capturing the freedom, performance and adventure at the heart of the Trailrider 2.
From that same creative world, we developed a suite of campaign assets, all designed to feel like part of one rider’s journey:
- Film content that delivered the cinematic heart of the launch
- Key visuals that established the campaign look and feel
- Fold-out maps that extended the sense of exploration and adventure
Every part of the campaign was created through the same creative approach, with assets working together as one cohesive story bringing to life the maverick spirit of the brand.
The result
In a matter of record time, and within a tightly constrained budget, we delivered a fully integrated launch campaign for Avon Trailrider 2.
The result was a campaign that looked and felt expansive, cinematic and adventurous, without the cost and complexity of traditional overseas production.
Most importantly, it showed how a strong creative platform, combined with new production approaches, can unlock more possibilities for brands.
The bigger picture
Blaze Your Own Trail was more than a campaign line. It shaped the way we thought, created and delivered.
This project showed that when the idea is strong enough, new technology can help bring it to life in powerful and unexpected ways.
AI did not replace the creativity. It enabled it.
It helped us move quickly, work flexibly and create a connected campaign world across film, print and design. Giving Avon a standout launch in a highly competitive category, and showing how creative ambition does not have to be limited by traditional production routes.
New technology. New routes to creativity. Endless possibilities.
