Wilier

INTRO
This campaign was created to highlight the evolving culture of cycling, focusing on the shift from traditional competitive cycling to a more lifestyle oriented approach. The goal was to showcase the new wave of cyclists who embrace cycling for personal health, adventure, and community, rather than just as a competitive sport.

The shoot was set in diverse locations, including rugged quarries, scenic meadows, and wildlife parks, chosen to represent the expansive, adventurous spirit of modern cycling. We used innovative props and avant-garde elements such as mirrors, reflective surfaces, and geometric structures to create a striking contrast between the traditional and contemporary aspects of cycling culture.

Key elements of the project:

• LOCATIONS: Varied, including natural landscapes and unique environments that represent freedom and exploration.

• STYLE: A mix of high-fashion and sport, highlighting the personal connection cyclists have with their bikes.

• CONCEPT: Emphasized the idea that cycling is a form of self-expression, adventure, and wellness rather than just competition.

• VISUALS: Modern, edgy, and unconventional, featuring mirrors and geometric designs to challenge traditional cycling imagery.

This campaign was an opportunity to push boundaries and redefine the visual representation of cycling, appealing to a broader audience while maintaining a respect for the sport’s rich history.

APPROACH

Cycling is no longer just about performance, it’s a lifestyle that embraces health, community, and self-expression. This campaign reflects the sport’s evolution, breaking away from conventional visuals to explore its emotional core and everyday essence.

PREPARATION & CONCEPT DEVELOPMENT

We began by immersing ourselves in the diverse and evolving cycling culture, where individuality and connection now take center stage. To reflect this, we selected striking, natural locations,rugged quarries and peaceful meadows, symbolizing freedom and discovery. Our goal was to showcase cycling as a deeply personal and transformative experience.

DESIGNING THE VISUALS

To challenge traditional cycling imagery, we focused on creating bold and unexpected visuals. Reflective surfaces and mirrors became storytelling tools, blending the cyclist with their surroundings and emphasizing connection to the environment. Carefully curated apparel struck a balance between performance and style, elevating cycling’s aesthetic while staying authentic to its roots.

EXECUTION & COLLABORATION

Late October brought unpredictable conditions, testing our flexibility on set. With fleeting daylight and shifting weather, this was our last window to capture the season’s raw beauty. These challenges infused the imagery with a sense of urgency and authenticity, perfectly aligning with the campaign’s themes of exploration and freedom.

THE RESULT

The final campaign is a celebration of modern cycling—a space where individuality thrives, and the ride itself is the reward. It resonates with an audience seeking adventure, connection, and a fresh perspective on what it means to be a cyclist today.