Le Col
Campaigns built on cycling’s great moments.
Client
Le Col
Role
Campaign concept, creative direction, art direction, design, copywriting
Team
Motion by the Conductor team. Hour record identity commissioned by Fusion
Year
2021–22
Studio
Conductor
Le Col makes premium cycling kit, and its ambassadors are some of the biggest names in the sport. Each collection needed more than product shots: a campaign that carried the rider’s story and made people feel part of it. I led three of them: Bradley Wiggins’ 2012 anniversary, Fabian Cancellara’s Monumental collection and the identity for Joss Lowden’s Hour record. Each one started from the moment, not the kit, and the kit sold out.
Le Col’s collection marked ten years since Wiggins’ summer of 2012: the Dauphiné, the Tour, then Olympic gold in London. I told the story from the fans’ side: a scrapbook of 2012 memories, his own words punctuating the imagery, and the sideburns, the throne and the raffle-ticket speech, cut with kit details and Jesse Yates in the jerseys.
Monumental, for Fabian Cancellara. His palmarès became the graphic: teams, titles and Monuments set across colour blocks drawn from the collection, with Spartacus himself in the kit.
Joss Lowden’s Hour record attempt was a ‘where were you when’ moment, and the identity had to carry the excitement, the chance of glory and the risk of failure. We made time the opponent, because the clock never tires. A time stamp drawn from Le Col’s logo became the central motif, and a verse we wrote became the soundtrack to the attempt. She broke the record.
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