For the launch of the new Rider R Bold, Rider revisited its archives to bring back one of its most iconic elements from the 1990s — the R-System. Now updated with new design codes and technology, the brand reintroduces this classic innovation with a contemporary twist.
In collaboration with Rastro (strategy and key visual), we developed the creative direction and film concept for this campaign — telling the story of how the R-System was born, how it evolved, and how it connects with the brand’s design DNA today.
Our goal was to highlight the R-System as more than a technical feature — it’s a symbol of Rider’s creative process and its way of doing things: bold, timeless, and always moving forward.
Client: Rider
Year: 2024
Art Direction: Rastro Agency
Creative Direction: Kickstory Productions (Thais Ciavatta and Ian Homem de Mello)
Concept: Kickstory Productions (Thais Ciavatta and Ian Homem de Mello)
Look and Feel: Kickstory Productions (Thais Ciavatta)
Illustration: Kickstory Productions (Ian Homem de Mello)
Animation: Kickstory Productions (Thais Ciavatta)
Script: Sofia Arrilho
Voice-Over: Estúdio Tábua
Special thanks: Rider, Rastro agency, Carine Pimentel, Andressa Guerin and Amanda Bitencourt
Year: 2024
Art Direction: Rastro Agency
Creative Direction: Kickstory Productions (Thais Ciavatta and Ian Homem de Mello)
Concept: Kickstory Productions (Thais Ciavatta and Ian Homem de Mello)
Look and Feel: Kickstory Productions (Thais Ciavatta)
Illustration: Kickstory Productions (Ian Homem de Mello)
Animation: Kickstory Productions (Thais Ciavatta)
Script: Sofia Arrilho
Voice-Over: Estúdio Tábua
Special thanks: Rider, Rastro agency, Carine Pimentel, Andressa Guerin and Amanda Bitencourt