The click of the cleat into the pedal. The first push through the stroke. For riders at the sharp end of road cycling, it’s the moment everything connects.

Capturing that moment was our brief. We were tasked with launching the new S-PHYRE RC910 shoe, alongside the Dura-Ace PD-R9300 pedal, to the premium road market worldwide. More than a product launch, it was a chance to define what S-PHYRE stands for.

So we started with the brand. A strategic workshop with Shimano’s global stakeholders uncovered what sets S-PHYRE apart.

From there came the campaign. ‘It’s The Feeling’ captures that moment of connection through a signature aura effect, where rider, shoe and bike become one.

Then we brought it to life. Studio and location shoots, a hero film, photography and a full suite of global artwork. And the guidelines to carry it into every market.

”It’s rare to work on a campaign truly end to end. From the strategy to the product and lifestyle shoots through to the final artwork, we got to see ‘It’s The Feeling’ come to life at every stage. The final result captures exactly what we set out to create, and for a launch this important to riders, that’s a real privilege.

Tania LewisSenior Account Manager - Brandwave
v10I LOCATION Shimano s-phyre 240826Square 1-1 copy 10
v10G LOCATION Shimano s-phyre 240826Square 1-1 copy 10
v10B LOCATION Shimano s-phyre 240826Square 1-1 copy 10
v10A LOCATION Shimano s-phyre 240826 Square 1-1 copy 10
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Photography: Phil HillVideography: Khaliq ArifEditor: Sam HopkinsBTS: Jay HayseyModels: Kofi Chay and Martha MackayAgency: Brandwave

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