Le Col x McLaren Project Aero
Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.
We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.
The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.
Concept & Creative Direction: Limited Edition Design
Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker
Le Col SS21 – F*ck it, Fake it
Cycling has always put emphasis on place – From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena – where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, hopes of our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.
Having explored options to shoot in Tenerife, and then Mallorca, and then turning our own frustrations into an opportunity to go back to the drawing board and be more creative. It became clear from the process, that actually, do we want to be seeing images of other people riding those iconic and sunny roads? Social influencers were flouting the rules, and our patience, time for Plan C – F*ck it, Fake it… time to be more playful, embrace our home roads and put a bit of fun back into cycling, like so many have found in lockdown. Own it.
Concept & Execution: Limited Edition Design
Client: Le Col
Photography: Michael Blann
Retouch: Phil Borg
Production: Squire & Thom Green
Axiom Hospitality Brand Identity
Axiom Hospitality works with a select group of investors to drive performance of quality hotel assets in prime locations across Europe; from Hotel Management and Operations to Hotel Asset Management or Advisory Services.
We built a brand identity with a bit more edge than the usual market cliches and competitor set. Fitting really for a company with a bit more edge than the competitors.
Le Col x Bahrain McLaren
Team launch video and photography to announce Le Col’s sponsorship of the new Bahrain McClaren WorldTour team.
Video Production Squire Studio
Director – Jay Creagh
DOP – Deane Thrussell
Executive Producer – Phil Tidy
Producer – Emma Giacalone
Sound Design – Kieran Seebach
Rigger – Steve Daly
Focus Puller – Gabriel Jones
Gaffer – Genki McClure
Photography Michael Blann
Gold Notting Hill restaurant branding
New restaurant branding project. Situated on the bustling Portobello Road, Gold Notting Hill is a vibrant new neighbourhood restaurant and late night bar. Inspired by the area’s diverse cultural history and artistic eclecticism, Gold is informal and honest, with a menu focussed on generous, seasonal plates cooked over open flame or in wood ovens and served to share. Set over 3 floors, Gold’s diverse space advocates laid-back dining, both indoor and out.
The concept itself is based on Notting Hill’s rich history. Long before gentrification set in, 1800s Notting Hill was a key brick making area. Using the London clay, workers would mould and fire the bricks that would build the buildings that stand there today. This idea influenced both the interior and the brand design – industrial elements paired with exposed brick are juxtaposed with contemporary natural woods and an abundance of plants to create a refined yet casual environment. The exterior facade by Portuguese street artist Vhils, further ties the concept together.
The bold logotype sits with refined typography and subtly nods to the brickmakers markings that still adorn bricks today. The rich colour palette is influenced by the painted buildings that are iconic to Portobello.
Get booking: goldnottinghill.com
Interior Design: Valerie & Felix Bechtolsheim
Interior Photography: Ingrid Rasmussen
Food Photography: Carla Gradiski
BUG 58
Bug is back, showcasing music videos on the big screen, hosted by Adam Buxton.
Each event has its own model bug crafted from pieces of dismantled film and music equipment. Each bug is photographed from overhead, mimicking old taxidermy, and is coupled with big bold typography and a paired back colour palette.
BUG’s objective is to give big-screen exposure to the most awe-inspiring new work in music videos. That means everything from work by well-known masters of the medium to young newcomers working on zero budgets. The sub-heading of BUG – The Evolution of Music Video – refers to the new democracy in videomaking created by the digital revolution – both in creating and distributing work. BUG is all about brilliant visual ideas, and as such BUG consistently unearths amazing new filmmaking talent. See more here.
