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All posts in: Art Direction

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 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

Gold Notting Hill restaurant branding

New restaurant branding project. Situated on the bustling Portobello Road, Gold Notting Hill is a vibrant new neighbourhood restaurant and late night bar. Inspired by the area’s diverse cultural history and artistic eclecticism, Gold is informal and honest, with a menu focussed on generous, seasonal plates cooked over open flame or in wood ovens and served to share. Set over 3 floors, Gold’s diverse space advocates laid-back dining, both indoor and out.

The concept itself is based on Notting Hill’s rich history. Long before gentrification set in, 1800s Notting Hill was a key brick making area. Using the London clay, workers would mould and fire the bricks that would build the buildings that stand there today. This idea influenced both the interior and the brand design – industrial elements paired with exposed brick are juxtaposed with contemporary natural woods and an abundance of plants to create a refined yet casual environment. The exterior facade by Portuguese street artist Vhils, further ties the concept together.

The bold logotype sits with refined typography and subtly nods to the brickmakers markings that still adorn bricks today. The rich colour palette is influenced by the painted buildings that are iconic to Portobello.

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Get booking: goldnottinghill.com

Interior Design: Valerie & Felix Bechtolsheim
Interior Photography: Ingrid Rasmussen
Food Photography: Carla Gradiski

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

Le Col Autumn Winter photography

A small selection of our photography direction for Le Col Autumn/Winter 2018 campaign shot by Russ Elis in the Yorkshire Dales.

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