Tour de France ‘24

For the 2024 Tour de France, I was responsible for developing a cohesive look and feel that unified the various Tour de France elements across the SBS On Demand platform, as well as on linear TV and social media.

The goal was to build on the existing Tour de France brand in a way that felt striking and graphic, with a strong sense of movement and texture.

Due to the Tour’s limited but striking palette of yellow, white, and black, I developed a concept where rough paint strokes symbolised the lines of the road flashing past the speeding riders—and ultimately, the riders themselves.

Additionally, I worked on the motion design for a concurrent campaign positioning the Tour as "Pure Drama." For these assets, an existing piece of key art was already in place, so it was crucial that the trailer felt connected to that campaign while also complementing the overall promo.

For this version, I created a tempestuous cloudscape in After Effects, incorporating bright flashes of bold yellow lightning to tie into the Tour’s brand colors. The final result was a campaign that felt distinct yet cohesive, with both pieces capturing the intense drama of the Tour.