Creative Director for the Tour de France Femmes avec Zwift partnership campaign for the inaugural 2022 event.
This was a two part project.
PART ONE:
Creative Platform & Strategy
The Ask
Create a creative platform to elevate women’s cycling that breaks through the noise and gives the TdFFaZ a strong look and voice for the next 4 years and beyond.
The Process
A group of 6 women from across the globe who came together as a makeshift agency, we called ourselves the Femmes 6. We pitched the creative strategy for the TdFFaZ partnership campaign against multiple global agencies—and we won!
From there we came up with the strategy, a campaign roadmap and ultimate landed on the creative platform: #NEWRULES
From a creative lens the biggest creative challenge finding a sweet spot between the heritage of the TdFF and the bold, checky nature of Zwift, a technology brand that has gamified training at home.
Our goal was to infuse the TdFF with Zwift’s unique blend of dynamism and joy to reimagine and reposition women’s cycling. And ultimately inspire younger generations to grow women’s cycling.
We explored three different design worlds on our way to establishing the Colour Slash - Graphic Treatment:
The forward slash colour blocking is inspired by TdFF graphic elements and the iconic “Z” of Zwift, but blown out in size and saturated in Zwift colourways. The result is expansive, dynamic and energetic—reminiscent of a hill climb. The forward slash always goes from left to right, and always up.
We created an exploration creative platform to show the viability of the concept across all mediums. As well as outlining over 30 stunts, events or collaborations that could be gleaned from to activate this new women’s cycling movement. Including, podcasts, 60 second educational videos, partnerships, advocates, instillations, and more.
FEMMES 6
Julia Plowman - Leader
Alison Tetrick - Pro-Cyclist
Zoe Scaman - Strategies
Julia Blackburn - Art Director
Willow Bacon - Copywriter
Hanna Boone - Creative Director
PART TWO:
Creative Execution
The Ask
Worked in house for a three month contract as Creative Director for the TdFFaZ project to lead the creative team for execution phase.
The Result
• VISID playbook
• Photoshoot Creative Direction
• Website Design
• Branded Assets for 2 events
• Merch
• Social strategy