There was no brief with this one. I was given total creative freedom: a series of micro-copy assets for Canyon’s festival and events presence. I saw opportunities everywhere people could be looking: bins, tote bags, water refill stations, beer labels, packaging, posters…

At events, people are more relaxed. So I adjusted my copy to sound like them. Like how you feel and chat to each other after a good ride, which is what Canyon is all about.
It wasn’t copy to convert anyone. I wrote the copy with the intention of harvesting a quick smirk, an upload onto an Instagram story, or a “hey mate, have you seen this?”

It became copy that lived on things people touched, carried, and photographed. Copy that people liked and still post about years later.
Also, the assets were made for festivals and events, but they ended up on the walls of Canyon HQ, on employees’ bikes, and being shared in groups online.

By the way, below is the list of fortune cookie messages I wrote for Canyon. These were all from my own brain. It was pre-AI. Yes, my brain sometimes thinks like this.