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An update of the latest work and projects in the studio.

Le Col x McLaren Project Aero

Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.

We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.

The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.

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Concept & Creative Direction: Limited Edition Design

Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker

Le Col SS21 – F*ck it, Fake it

Cycling has always put emphasis on place – From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena – where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, hopes of our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.

Having explored options to shoot in Tenerife, and then Mallorca, and then turning our own frustrations into an opportunity to go back to the drawing board and be more creative. It became clear from the process, that actually, do we want to be seeing images of other people riding those iconic and sunny roads? Social influencers were flouting the rules, and our patience, time for Plan C – F*ck it, Fake it… time to be more playful, embrace our home roads and put a bit of fun back into cycling, like so many have found in lockdown. Own it.

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Concept & Execution: Limited Edition Design
Client: Le Col
Photography: Michael Blann
Retouch: Phil Borg
Production: Squire & Thom Green

Axiom Hospitality Brand Identity

Axiom Hospitality works with a select group of investors to drive performance of quality hotel assets in prime locations across Europe; from Hotel Management and Operations to Hotel Asset Management or Advisory Services.

We built a brand identity with a bit more edge than the usual market cliches and competitor set. Fitting really for a company with a bit more edge than the competitors.

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Le Col – Pro Air Jersey launch

Our latest campaign for Le Col’s Pro Air range of cycling jerseys. The Pro Air Collection is the ultimate in lightweight summer racewear and needed an approach that showed off its unique fabric construction.

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Additional campaign for the Recycled Pro Air jersey, made from recycled plastic bottles.

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Video Production Squire Studio
Director – Jay Creagh
Executive Producer – Phil Tidy

Photography Michael Blann

Barrel & Stone Identity and Positioning

New identity and positioning for Barrel & Stone. Barrel & Stone provides high quality ingredients and training to create premium stone baked pizzas in a diverse range of environments from bars & pubs, retail, galleries, family attractions and more recently developing an at-home concept.

A more illustrative approach that reflects the level of craft and handmade ingredients that goes into each pizza. Including an evolution of the logo, refining and re-cutting all the elements for a more professional and legible mark, backed up with a strong strategic foundation.

 

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Le Col x Bahrain McLaren

Team launch video and photography to announce Le Col’s sponsorship of the new Bahrain McClaren WorldTour team.

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Video Production Squire Studio
Director – Jay Creagh
DOP – Deane Thrussell
Executive Producer – Phil Tidy
Producer – Emma Giacalone
Sound Design – Kieran Seebach
Rigger – Steve Daly
Focus Puller – Gabriel Jones
Gaffer – Genki McClure

Photography Michael Blann