In 2016 Foxhead Inc was developing an internal Creative Engine with outward facing facets, products and messaging. This initiative would be a physical department within the brand as well as an consumer facing initiative. Creative Director John Alvino was a part of the team that developed the concept and worked it through the internal team as well as the board of directors. The new division was ultimately named "Moto-X LAB" and was launched by moving the biggest name on the Fox roster into a new Shift MX gear set to be launched at A1. The gear set was the most forward product in development at the two brands and to have Ken Roczen race in different racewear for the Supercross and Outdoor Motocross season would surely get everyone's attention and dominate the conversation throughout the season.
Director: Ryan Marcus
Creative Director: John Alvino
VO Copywriting: John Alvino
Creative Direction & Design: John Alvino
Photography: Garth Milan, Gordon Dooley, Long Nguyen