Lazer Vento & Strada — art-directing a road shoot that captures the sport, not just the product
Inspired by Rapha’s storytelling approach, I art-directed a location shoot in Spain that moved past polished product shots to capture the grit and effort of road cycling.
The vision
The goal was to capture the real feeling of road cycling — the grit, the effort, the moments that make the sport what it is — rather than polished, studio-perfect product photography. Inspired by Rapha’s storytelling approach, the direction was to tell a story about the ride, not just showcase kit. I pulled the shoot together from start to finish: choosing the location, bringing a photographer on board, and aligning everyone on the creative direction before shooting in Spain, where the light and landscape suited the tone.
From the shoot
How it came together
Selected Spain for its light, landscape and weather at time of shoot inline with product sample availability – February. Brought the right photographer on board for the visual style needed.
Worked closely with the photographer on location to capture the reality of cycling — sweat, concentration, the feeling of pushing on — rather than clean product shots alone.
What mattered most
- 01 Letting the sport leadKept the helmets part of the story without forcing the narrative — authenticity over over-styling.
- 02 End-to-end ownership Owned the project from picking the location through to keeping production on track on the day.
The outcome
What we ended up with felt real. Images that captured the experience of cycling in a way that connects with riders. The shoot reinforced an understanding that great images come from understanding the people who use the product and the passion that drives them.
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