Challenge All-City's audience are passionate urban riders with strong local identities and high aesthetic standards. They don't respond to conventional product marketing. The brief was to launch the Big Block track bike in a way that felt true to that culture. Budget was zero for paid media.

Insight Cities make riders. The most authentic thing All-City could do was hand the story to the people who actually live it. We chose Tampa as the first chapter and found a rider whose daily life, routes, spots, community, told the brand story better than any ad could.

Result A 100% organic campaign built around a short documentary film, with Instagram as the primary channel. The format: city-specific, community-sourced, expandable to any market, was designed as a repeatable series model for the brand.

Design/Art Direction: Bri Goral @bri.r.goral
Copy: Bri Hopkins / Saisha Harris
Photo: Marty Wood @woodmarty
Video/Editing: Nic Huey

All assets shared with the permission of Quality Bicycle Products.