Surface Studio x Lee Cougan: the launch of the new Crossfire Trail

Surface Studio and Lee Cougan’s new Crossfire Trail: an entire launch run by the creative studio with outdoor DNA

From creative concept to distribution through strategy and production. Surface Studio brought all its experience in the outdoor scene to bear on the debut of Lee Cougan’s new mountain bike.

In an industry where innovation and creativity are increasingly key to standing out, Surface Studio proudly announces its central role in the market launch of the Crossfire Trail, the latest mountain bike to join the Lee Cougan family.

Managing the entire project, from the initial spark of the creative idea to content distribution, the studio deployed its outdoor DNA to ensure an omnichannel launch. The Crossfire Trail, designed to meet the challenges of every MTB discipline, represents not only an accomplishment for Lee Cougan, but also a testament to Surface Studio’s ability to narrate the value of a product through an integrated communication strategy in line with the company’s goals. The adventure started with choosing a creative idea that could accompany the versatility of the bicycle. The claim “Ride your nature” travels in this direction, as does the decision to make the product itself the narrator of the campaign. Content creation was another pillar of the strategy. Through hero video, product video, and a series of action photographs, the team brought to light every nuance of the product and its nature. The final phase of the work involved a strategic distribution of content through a channel strategy planned and supervised again by the firm.