McLaren Project Aero - Limited Edition Design

McLaren x Le Col
Project Aero

Brand identity

Creative Direction

Photography

Advertising

Marketing

A project collaboration that took blood, sweat and tears to deliver, with a concept and execution that belies the budget. We leaned on every contact in the books to make this happen with a great crew, driven by a collective and creative ambition. 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.

More Information

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.