Rapha, Colour the road ahead.

Building on Rapha’s global brand platform for new season colours 2021.Taking threads from the original product inspiration, we created a campaign world that felt optimistic and hopeful amidst a year where cyclists are restrictired to their homes and local areas. We reminded consumers that there’s light...and lots of colour at the end of the tunnel in a post-pandemic world. Running across, OOH, social, web and in-store across North America, Australia and Asia. Shot in studio with full covid-19 safe precautions. Art Direction: Alexa Boldy Creative Direction: Ger Tierney, Matt Tucker. Production: Fiona Percival Photography: Luke & Nik