Rapha, Colour the road ahead.
Building on Rapha’s global brand platform for new season colours 2021.Taking threads from the original product inspiration, we created a campaign world that felt optimistic and hopeful amidst a year where cyclists are restrictired to their homes and local areas. We reminded consumers that there’s light...and lots of colour at the end of the tunnel in a post-pandemic world.
Running across, OOH, social, web and in-store across North America, Australia and Asia.
Shot in studio with full covid-19 safe precautions.
Art Direction: Alexa Boldy
Creative Direction: Ger Tierny, Matt Tucker.
Production: Fiona Percival
Photography: Luke & Nik
Featured on Hypebeast.