RYDESAFE
RydeSafe is my bike safety products company. See here: rydesafe.com
Our line ranges from reflective decals to rechargeable bike lights, all designed to help people stay visible and safe in low light.
It is also a long-running marketing experiment that keeps me sharp. Running RydeSafe has given me a direct and operational understanding of how products get made, sold, and scaled. I have worked across design, production, media buying, and fulfillment.
I have led every part of the business including product development, web, packaging, ad creative, partnerships, and distribution. What started as a small Kickstarter project became a global brand and a hands-on education in building things that work.
TEST & LEARN SOCIAL ADS
Great creative should start with a hypothesis about what will get customers most excited. Test and learn is how you prove it and constantly improve your outcomes.
The Social Ads below are the most effective results of 3 rounds of test and learn.
The first two ads target cold audiences. The third is a retargeting ad built to convert. Yes, that's me on camera. Reluctant but effective.
Each direction started as seven distinct edits, giving the algorithm the creative liquidity it needs to optimize. We see what works and go back to the edit to refine.
Write, Shoot, Edit, Repeat
I love filmmaking.
I direct and edit all things RydeSafe.
I try to keep it lean with a crew of 1-2 camera persons and occasional sound.
The best ideas don't wait for a big budget.
Earned Media: RydeSafe in the Press
People like us. They really like us.
BRAND & ENVIRONMENTAL DESIGN
From trade show floors to promo posters to sales collateral, presenting a brand in the physical world is its own discipline. Here's a look at how RydeSafe shows up when it steps off the screen.
