The Amazing Chase Presented by Wahoo
I got the opportunity to work with Jack Thompson Ultra Cyclist to create the branding for his social campaign, The Amazing Chase. I lead the creative development of assets and executed the social campaign.
During the 2021 Tour de France, Jack set out nine days after the pro peloton in an attempt to make it to Paris before the pros. The campaign would primarily live on Instagram and Jack’s website, following each stage with images and daily stats.
The goal was to create a social template that could be used across all 11 days to form cohesiveness around the entire campaign. We wanted the audience to be able to recognize the campaign at a glance. Jack wanted to keep things light-hearted and approachable feel. We ended up developing a “curated scrapbook” concept for the campaign.
Photography by Tristan Cardew
Jack Thompson is known for his mental health activism through cycling. I created wheel graphics that aligned with the overall campaign direction and featured his slogan "It's OK Not to be OK"
Original Instagram grid concepts on dark and light backgrounds.
The idea was that the image in the center + the little “tape” mark on the left hand side would be the only thing that would show on Instagram when viewing Jack’s full profile. Then, when people clicked on the image or saw it come across their feed, the whole image with the stats + day would show.
We ended up scrapping the idea to include the stats + logo on the image itself. We kept the topographical elements and transitioned into using a carousel layout to tell the story of each stage (below).
