First Gear Flyers
Client: Specialized Bicycle Components
Art Director: Simon Dunne
A unique little pocket book (8x6") created for the Specialized First Gear initiative. The book aims at encouraging kids to ride their bikes more often. inside is a series of games that help kids develop essential bike skills and ultimately build their cycling confidence.
The illustrations borrow the narrative/visual language of video games to make the activities more familiar to kids in the digital age. Building a world around the series of activities was an attempt to mirror real life with a bit of fantasy, encouraging live action role-play.