Building on five years of branding success for Gary Fisher Mountain Bikes, Madison-Wisconsin-based Planet Propaganda created this campaign to launch Race Day. Deemed “the fastest Fisher ever,” it’s the culmination of 30 years of fine-tuning, optimizing and sweating every detail of every part to make a killer race bike. Gary Fisher asked Planet to create advertising that would stop readers in their tracks. What he got, is a campaign (that shows the new bike from a disassembled point-of-view) that dissects the bike’s key features—figuratively and literally. By visually exploding the bike the reader instantly gets the point: The whole is made better by the sum of the parts. It’s visually striking, without being noisy or cluttered. Print ads began appearing in mountain bike and cycling publications and motion graphics premiered on the Fisher site beginning in May.