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All posts in: Advertising

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

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

BUG 58

Bug is back, showcasing music videos on the big screen, hosted by Adam Buxton.

Each event has its own model bug crafted from pieces of dismantled film and music equipment. Each bug is photographed from overhead, mimicking old taxidermy, and is coupled with big bold typography and a paired back colour palette.

BUG’s objective is to give big-screen exposure to the most awe-inspiring new work in music videos. That means everything from work by well-known masters of the medium to young newcomers working on zero budgets. The sub-heading of BUG – The Evolution of Music Video – refers to the new democracy in videomaking created by the digital revolution – both in creating and distributing work. BUG is all about brilliant visual ideas, and as such BUG consistently unearths amazing new filmmaking talent. See more here.

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Le Col by Wiggins AW18

Our new campaign for the launch of the Autumn Winter collection from Le Col by Wiggins. The concept uses lighting strips to graphically represent rain, with the blue tones and use of gels further emphasising a wintery feel. Le Col’s range of kit uses technically enhanced fabrics to ensure riders are protected from the elements, whatever the weather.

Tour de France champion and Olympic cycling legend, Sir Bradley Wiggins, joined forces with Le Col to create the ‘Le Col by Wiggins’ range earlier this year. The Autumn Winter range is the second collection in the partnership and compliments the work we’ve done to date.

The aim was to build and shoot the concept in camera. We worked with photographer by Michael Blann to execute the studio shots, with Machine Shop bought in to build the computer controlled lighting rig. Our work covered the concept creation and implementation across outdoor advertising, instore collateral, print and digital marketing including art direction of photography.

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Photography: Michael Blann
Lighting: Machine Shop

Stryyk. Zero-proof spirits.

We’ve spent the last six months working closely with the Stryyk team to realise the initial concept and bring the first two products to market. Our strategy and positioning is inspired by the idea of enjoying a night out without compromise. A love of going out, being part of the story and not missing out. An innovative approach, for an innovative product, removing the stigma of ‘not’ drinking, by delivering a product with the taste and complexity to build a proper cocktail with zero-proof.

A bold approach that needed a bold brand, unapologetic and full of energy. We’re not about kooky craft, forced aspiration or self-importance. Uniquely summed up as; All the spirit. None of the alcohol.
Stryyk emulates the flavours of gin and rum. Stryyk Not Gin is a blend of juniper, rosemary and basil, while Stryyk Not Rum combines clove, oakwood and grapefruit. Stryyk is 100% natural with no sugar, no fat, no carbs and no artificial flavours.

 

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