Sigma Sports Advertising Campaign by Limited Edition Design

Sigma Sports
Advertising campaign

Creative Direction

Photography & Retouch

Video, Animation & AI

Artwork & Delivery

New marketing campaign for Sigma Sports across OOH Advertising, digital, paid social, instore, email and print. The campaign taps into the real motivations behind sport; whether it’s a social café ride, chasing a personal best, or the simple dopamine hit after a long day. Different disciplines, different goals, but a shared drive: we’re all chasing something.

Sigma Sports is renowned for its premium cycling offering, but the opportunity lay in expanding awareness of its triathlon and running categories. Having already evolved the brand identity and positioning, the next step was to connect with customers in a way that truly reflected their passion.

More Information

With a curated selection of the world’s best brands across multiple sports, Sigma Sports offers both expertise and breadth. Our challenge was to express that authority while cutting through a crowded market. The answer was a more fashion-led approach to sport – elevating product through considered styling and curated collections. Less traditional cycling, more contemporary culture. Not a hairpin in sight.

Creatively, the idea was built to live beyond a fleeting Out of Home moment, scaling into a full through-the-line Spring/Summer campaign. From concept to styling, casting, photoshoot and retouch, the process moved at pace creating space to extend the work further through AI-driven motion. Subtle, intentional movement brought the imagery to life, guided by carefully refined prompts that enhanced, rather than overshadowed, the original photography.

Image-to-AI video technology allowed us to bring high-end photography to life with a level of restraint that matched the craft of the original imagery. Rather than overwhelming the visuals, subtle movement was introduced – a shift in light, a gentle motion in fabric, a small change of posture – designed to draw the viewer in without demanding attention. The effect is intentionally understated: movement that enhances the composition, not competes with it. It creates a sense of presence and depth, turning still images into living moments, while preserving the elevated, considered aesthetic at the heart of the work.

A broad range of scenarios with a little bit of playfulness:

Creative Director: Paul Greeno
Art Director: Sarah Greeno
Talent: @sixonesiix_ / @charleyweds / @jessicafletch /
@g4ogami / @seanwilliams_____
Client: Sigma Sports
Photography: MIchael Blann
HMU: Celine Bopp
Production: Dan Kogan