The limited edition Pro Team Ascent collection takes its inspiration from the mystique, turmoil and confusion of racing at stratospheric heights. From the Tour’s first foray into the Pyrenees to the asphyxiating ascents of modern-day stage races, professional cycling has always been defined by the climbs.
The art direction aims to echo the product inspiration directly. Leading with heavily conceptual images that reflected the blurring, glitching and double vision that come with ascending the Alto de l'Angliru. The project ran across web, emails, organic and paid social.
Art Direction: Alexa Boldy
Photography: George Harvey Creative Direction: Ger Tierny Production: Fiona Percival & Bethan Moore
Hair: Ruth Jay