The Ultimate Rainwear. Made for the Storm.
Rapha + GORE-TEX
Rapha makes the world’s best cycling apparel, GORE-TEX the best and most technically advanced waterproof materials. Together, the two brands created the ultimate cycling rainwear and a new level of protection to keep you riding in the most extreme weather conditions.
We were commissioned to concept and art direct the launch campaign for this landmark collaboration. Working alongside lead creatives, Oli Duggan and Ger Tierney at Rapha, we brought together a dream ensemble of creative talent including director Thibaut Grevet, and photographer Wig Worland, to shoot our campaign in the eye of the storm in the French Pyrenees.
By occupying less ‘comfortable’ vantage points, we deliberately exposed the camera to the rain to give the audience a real feeling of riding in bad weather. This was captured beautifully in our campaign film, directed by Thibaut Grevet.
Referencing the rain-spotted camera lenses of professional races in torrential weather, photographer Wig Worland found inventive ways to ensure the pictures felt drenched, placing the viewer in the storm.
We took the same approach for the art direction in the studio. Once again, photographed by Wig Worland, we illustrated the performance of the waterproof Shakedry™ material, lighting the set to capture airborne water droplets.
‘There’s no such thing as bad weather, just bad clothing.’
For the in-store displays at Rapha’s Clubhouses, we covered the windows with a translucent ‘wet look’ vinyl, giving the impression of rain running down the glass.
Thank–yous & Credits
Creative Director: Alex Valdman
Concept and Art Direction: Bravo. Charlie. Mike. Hotel.
Rapha Team: James Fairbank, Oli Duggan, Ger Tierney
Director: Thibaut Grevet
Production: Ore Okonedo at Knucklehead
Edit: Matthew Felstead at Big Chop
Sound Design: Michalis Anthis at Big Kahuna
Photography: Wig Worland
Brand Producer: Kimberley English