When Hasel&Hasel Creative Studio approached me to photograph the Williams brothers for Rapha's three-collection team campaign, we recognized the opportunity to revolutionize the cycling industry. Collaborating closely with the Northern California creative studio over several months, we passionately infused each collection with a distinctive character. Drawing inspiration from Legion's commitment to maintaining their unique style and refusing to conform to traditional cyclist aesthetics, we discarded the rulebooks and redefined the cycling look.
Incorporating various symbols into the design, each representing different stages of the team's story, the collections resonated with authenticity and narrative depth. The outcome was beyond expectations, as each collection sold out within a remarkable 48 hours, signaling a significant shift in the cycling fashion landscape for team apparel.
DELIVERABLES: PHOTOGRAPHY LEAD ACTION IMAGES & STOP MOTION
