A set of posters promoting Team Sky cycling. This campaign was about promoting the team and its individual riders, creating excitement and loyalty; therefore support of the team, it is not a branding exercise for the sponsor.
To further this I opted to use the colours of Team Sky and the branding, text boxes and font.
I tweaked it however, drawing the creative toward a style of promotion associated with movies - the names of the team replacing where you’d expect to see actors.
The poster image reflects the spirit of our proposal for the TV blips; their boldness and fast cut use of footage reflecting the emotions and drama of the Tour.
Role: Art Director in-house agency
