Fox ‘Built Different’
Fox Factory has been the name in suspension for any vehicle that goes vroom since the 70s. When they made the first shocks designed specifically for e-mountain bikes, they needed a campaign to set them apart.
Campaign strategy
Design
Messaging
Art direction
Design
Messaging
Art direction
Many competitors are slapping regular ol’ shocks on e-mountain bikes and calling it good. And frankly, we think that’s just no good. We created a campaign focused on their history of building shocks a bit differently for every vehicle, from baja off-roaders to mountain e-bikers.
![](https://freight.cargo.site/t/original/i/d200c7b95cc638efa4dc355553caae3b95b0c5071e6bd60e652ecd886d488f23/Artboard-12x-2.jpg)
![](https://freight.cargo.site/t/original/i/5ae714f4c27260af01fa1ee29fc497108eaca056e2dc7dc5351a6cb85434eed5/Fox_Poster-wall_105-cropped.jpg)
Every campaign starts with the big idea. Based on insights into Fox’s audience, my copywriting cohort and I created multiple big ideas to focus Fox’s message—and Built Different won out.
![](https://freight.cargo.site/t/original/i/378659e22197e46e158ee2f6b3dfc4c81f8c363def6af44bc8becedd15c3426a/Group-167.png)
After exploring options, the Built Different rally cry was razor sharp and ready for showtime. We shouted it across a multi-channel campaign in social, print, swag, and more.
![](https://freight.cargo.site/t/original/i/5f270386c8e10b3318fa4ba5229d602d7cf9015ff97c19486dd5f7650e941d17/Group-21.jpg)
![](https://freight.cargo.site/t/original/i/7b1993e5bc6db6e9374fc0703d67b5d773a6133d58501f7a2b04383c50a794f3/FOX-Magazine-Mockup_101-1.png)
![](https://freight.cargo.site/t/original/i/9bc58470fbcb46aa111e229dd5cefb2085ee4a83be968b0c1d609bdf69750137/billboard7.jpg)
![](https://freight.cargo.site/t/original/i/447638848dae60d2b8e76b0b18b88bd9e3bc078a8fce97ed630e8458e865310f/Group-7.jpg)
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![](https://freight.cargo.site/t/original/i/58d3e2851bab62fc269014f5c12d9717ad9429bbc0b1b1eb99fb4e867bceeb4d/FOX-Magazine-Mockup_100-1.png)
Built different.
With the explosion of e-bike sales, “Built different” became more than a seasonal campaign—it became the de facto rally cry for Fox’s e-MTB category.
Thanks to Fox for trusting the team at Parliament and me time and again with our over-the-top ideas. I can’t wait to hit the trail with you again.
Team
Calvin Ross Carl, Creative Director & Designer
Nick Hughes, Copywriter
Video by Fox
Made while at Parliament
Nick Hughes, Copywriter
Video by Fox
Made while at Parliament