Crusty Demons: Rise of the Demons was a promotional campaign developed in 2019 to support the New Zealand tour of Crusty Demons, a globally recognised group of freestyle motocross riders known for death-defying stunts and a long-running presence across film, video games, and live events. The project was delivered as a one-off campaign through an agency engagement, with the objective of creating high-impact promotional creative that could drive awareness and ticket sales across multiple markets.

The brief was to produce promotional work for the upcoming New Zealand tour, spanning digital advertising, social media ads, and a large-scale outdoor media campaign. The creative needed to capture the intensity and explosiveness of the Crusty Demons brand while maintaining clarity and consistency across a wide range of formats, from billboards to digital placements.

I worked as part of an agency team, contributing to the creation and direction of the campaign with a primary focus on the visual execution. My responsibilities centred on developing strong visual assets that could translate effectively across outdoor, digital, and social channels.

The approach focused on bold, high-impact visuals that reflected the extreme nature of the sport and the Crusty Demons brand. A system-based design was developed to allow assets to scale across different formats while maintaining balance and consistency, despite the challenges posed by unconventional aspect ratios and large-format media.

The campaign delivered a full suite of assets, including billboards, posters, outdoor media placements, and digital and social advertisements. Billboard executions played a central role in establishing presence and visibility for the tour, supported by digital placements that extended the campaign across platforms.

The campaign successfully supported ticket sales for the tour prior to launch; however, the event was ultimately cancelled due to the COVID-19 pandemic, which halted live events globally. Despite this, the campaign demonstrated the effectiveness of bold, visually driven creative in promoting large-scale live entertainment.

This project reinforced the importance of strong visual storytelling and system-based design when working across large-format and high-impact media. It also highlighted the need for flexibility and consistency when delivering campaign creative across diverse platforms and placements.