The Simplicity Effect
WTF Is The Simplicity Effect?
The Simplicity Effect is rooted in a simple truth: people don’t have time—or patience—for cluttered content. Modern audiences scroll fast, filter hard, and engage only when something resonates immediately. That means brands have two options: say everything and be ignored, or say one thing well—and be remembered.
This project was the secondary launch video and photography supporting the Cannondale Topstone campaign. While the primary launch focused on high-impact product features and technical storytelling, this follow-up was a deliberate shift in tone designed to reinforce the emotional promise of the bike rather than re-explain the specs.
In an industry cluttered with overproduced ads, forced hooks, and influencer-laced storytelling, The campaign centered around a simple, stripped-down message: "Always Game to Get Away." an incredible tagline for this product created by the team at Cannondale.
The brief was simple:
“Jolanda trades the race tape for a fast and fun adventure on her Topstone Carbon. Starting from her basecamp—she tackles North Carolina’s gravel roads with a riding style that’s both “shreddy” enough to excite MTB riders and approachable for anyone who loves to explore. Mixing high-speed gravel action with quick, lighthearted breaks, Jolanda shows how the Topstone Carbon brings performance and fun together, letting her ride hard and discover new places entirely on her terms.”
Our challenge was clear: create something visually compelling, emotionally resonant, and instantly understood—in under 35 seconds.
But underneath the creative lay a deeper marketing strategy: use simplicity not just as an aesthetic, but as a business advantage.
The Simplicity Effect in Action
This campaign was built on a key insight: most marketing tries too hard. In chasing attention, brands often clutter their message with too much copy, too many graphics, or overly stylized hooks that lose meaning fast.
We flipped that.
One message. "Always Game to Get Away" was the product pitch brilliantly designed by Cannondale but something we wanted to convey in this shoot
One emotion. Freedom. It’s what gravel riding represents—and what we made viewers feel without ever saying the word.
One format. A 32-second cut that could stand alone.
Simplicity here wasn’t just minimalism. It was intentional focus. And it gave every asset—from the video to the follow-up photo post—a clear role in the funnel.
But the deeper "why" behind this strategy is even more critical: people are tired. Tired of being shouted at. Tired of being sold to. Tired of ads that try to go viral but end up feeling hollow. Simplicity is not about saying less—it’s about making every word, every shot, every moment count.
We created content that respected the audience’s time and intelligence. That met them where they are, not where marketing playbooks say they should be. And that difference showed up in the engagement.
Creative Approach
The Core Idea: Cut the fluff, amplify the feeling. Let the bike—and the terrain—speak for themselves.
Athlete Selection: Jolanda Neff is a world champion, but here she’s not a racer, she’s a rider escaping into the woods. That distinction mattered. No podiums. No wattage numbers. Just gravel roads, gear shifts, and silent glances that say let’s go explore.
Visual Strategy:
Shot in real locations with minimal staging.
Natural lighting, ambient sound, raw terrain.
Tight edits focused on motion, expression, and terrain feedback.
No voiceover, no slogan on screen, just the moment.
Results (Organic)
Hero Video Performance:
142,000 views
6,149 likes
43 comments
146 shares
Follow-Up Instagram Photo Post:
13,265 likes
50 comments
84 shares
The video created feeling of pure joy and exploration. It was meant to allow the audience to feel like they are apart of the ride. The photo extended it. Together, they proved that simplicity scales, delivering clarity, consistency, and connection without shouting.
Why It Worked
Simplicity Sells, Authenticity Connects, Moment Over Message, Strategic Minimalism, Relevance Without Noise.
The stripped-back message aligned with how people actually ride: to escape, to explore, to reset. By avoiding fake hooks or exaggerated drama, we made a piece that viewers watched all the way through. Instead of telling people the Topstone was capable, we showed it through experience. Simplicity wasn’t a lack of effort—it was ruthless discipline in service of the story. In a time when brands fight for louder headlines, we proved clarity outperforms volume.
Final Thought
This wasn’t just a product launch it was a statement. In a world where marketing noise is louder than ever, the team proved that sometimes, the best move is to say less, show more, and let the rider ride.
"Always Game to Get Away" wasn’t just the tagline, it was the entire philosophy in motion.
