Cycling
Cycling is one of the only sports where the photographer has to be a passenger to get the hero shot — riding pillion on a motorbike alongside the peloton at racing speed. On Visie, that craft spans live race and product photography for marques like Shimano, with component-level mechanical detail closer to automotive photography than typical sports imagery.
This week's top Cycling projects
This week's top Cycling projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
ASICS · EKIDEN PACK
ASICS highlights the collaborative spirit of traditional ekiden racing in this campaign for their Ekiden Pack collection. The spot transitions from the focused atmosphere of indoor preparation to the high-energy reality of city streets, emphasizing the relay-style teamwork inherent to the sport. Produced by Chisel, the commercial leans into a cinematic visual language. The footage pairs moody interior lighting with bright, daylight sequences, utilizing slow motion to highlight the textures of the vibrant green footwear and the rhythmic motion of relay runners passing sashes.
Nike · Training Plans Case Study
This Nike case study explores the brand's training ecosystem through a series of dynamic running sequences and community-focused fitness sessions. Captured across diverse urban and park environments, the project highlights the collaborative spirit behind collective training modules. Developed in partnership with agency Untold Fable, the piece utilizes live-action technique and fluid camera motion to document candid moments between athletes. The visual execution relies on natural light to maintain a clean aesthetic throughout the commercial production.
Oakley · Ayesha McGowan
Oakley spotlights the focus and intensity of competitive cycling in this portrait of professional cyclist Ayesha McGowan. The project transitions between the rhythmic motion of road racing under natural daylight and the controlled environment of indoor training sessions. Cinematic in its approach, the film utilizes analogue film techniques to emphasize the texture of the equipment and the physical effort of the athlete. By pairing high-energy action sequences with intimate, atmospheric close-ups, the production highlights the intersection of performance eyewear and the demands of endurance sports.
Project Various Campaigns · Rapha Fall 2023: Pro Team
Rapha presents their Fall 2023 Pro Team collection, a sports campaign that captures the technical precision and endurance required in professional cycling. Shot by photographer Vivek Vadoliya, the series documents riders navigating open mountain roads, emphasizing movement and performance through a mix of editorial and documentary-style frames. The imagery utilizes natural light, shifting between warm golden hour tones and harsh daylight to accentuate the technical fabrics and ergonomic silhouettes of the cycling apparel. From high-speed action shots incorporating motion blur to intimate, grainy monochrome portraits, the project leans into aesthetic techniques that highlight the athlete in their environment.
Meta · Amani
Meta’s Amani campaign, developed by Droga5 New York, captures the journey of cyclists navigating rural landscapes across East Africa. The film, produced by Love Song, balances contemporary action footage with monochrome archival elements and retro 8-bit game animations to highlight themes of community and endurance. Technically, the project employs a mix of live-action cinematography and period-specific visual textures, including Super 8 and 16mm aesthetics. The sound design, provided by Barking Owl, complements the energetic pacing and cinematic slow-motion sequences.
Meta · Meta_Amani_LBB
Meta spotlights the Amani community in this dynamic campaign, documenting cyclists as they traverse rugged landscapes and paved routes across East Africa. The piece functions as a high-energy portrait of athletic ambition and community connection, layering live-action technique with drone footage and desaturated archival-style sequences. Developed by agency Droga5 New York and produced by Love Song and Marsheen, the film balances rhythmic editing with animated graphics to ground the narrative in motion. Barking Owl provides sound design, while Company 3 LA manages post-production, finalizing the visual tone of this sports-focused commercial.
Project Rapha · SS25
The Rapha SS25 project is an editorial campaign that documents the intensity and scale of road cycling through a cinematic, atmospheric lens. Photographed by Mark Mahaney, the imagery captures the technical nature of the collection against the stark, expansive backdrops of desert and mountain landscapes. The series leans into a mix of high-contrast monochrome and warm-toned editorial photography, often utilizing analogue film techniques to emphasize the textures of the terrain and the focus of the riders. By juxtaposing close-up portraits and product details with wide, high-angle shots of cyclists navigating winding canyon roads, the work channels the physical endurance and graphic nature of the sport.
Apple · Swoop
Apple’s 'Swoop' campaign highlights the utility of smartphone navigation in demanding environments. Centered on a cyclist navigating a forested dirt track, the film captures high-speed motion through a mix of aerial perspectives and tight, handlebar-mounted angles. Directed by Tom Noakes with cinematography by Aaron McLisky, the commercial leans into a cinematic aesthetic, utilizing natural light to highlight the trail environment. The production, managed by Scoundrel, underscores the integration of mobile technology within a rugged sports context.
The Feed · Athletes In The Wild
The Feed presents 'Athletes In The Wild,' a branded video project that draws parallels between endurance cyclists and the natural world through a humorous wildlife documentary lens. The piece uses rapid editing and wildlife overlays to juxtaposition professional training footage with nature cinematography. Narrated by Sir Bradley Wiggins, the film leans into a dynamic visual aesthetic. The production features live-action cycling sequences, drone footage, and integrated on-screen typography to maintain a playful tone throughout.
Toyota · Dedication
Toyota presents Dedication, a sports-focused project that explores the intensity of high-performance cycling. Directed by Visie Admin, the piece captures a rider's progression through a forest environment, balancing technical close-ups of bicycle components with expansive tracking shots. The film utilises natural light to maintain an authentic outdoor aesthetic, leaning into a cinematic and action-oriented visual language. The footage prioritises the kinetic energy of the cyclist against the backdrop of the terrain, maintaining a raw, grounded perspective throughout the journey.
Leica Camera · Westfjords: Good Pain
Leica Camera documents a demanding cycling expedition through the Westfjords of Iceland in this cinematic film. The project captures the remote terrain, balancing wide-angle drone footage of coastal roads with intimate, observational shots of riders navigating the environment. Technically driven by natural light and an earthy, atmospheric grade, the production highlights the interplay between endurance sports and the dramatic landscape. Post-production and sound design were handled by Forager Collective, CO3, and Found Objects to complete the narrative.
Project unknown · Brand Identity
The brand identity for Vonhof Cycles strikes a sophisticated balance between mechanical precision and modern graphic expression, effectively positioning the manufacturer within the premium cycling market. Through a rigorous application of commercial design principles, the project establishes a cohesive visual language that translates seamlessly across physical hardware and digital touchpoints. The identity leans heavily into a bold, minimalist aesthetic, utilizing a punchy color palette of high-contrast reds, deep charcoal, and vibrant oranges to demand attention. Franklyn brings this vision to life through a sharp use of typography, favoring bold, sans-serif letterforms that emphasize clarity and geometric balance. By leveraging studio strobe lighting, the imagery highlights the interplay between matte and glossy textures on the bike frames, ensuring that every design detail—from the custom logotype to the structural chevrons—reads with intentionality. The UI illustration components further unify the brand, presenting a clean, focused digital presence that mirrors the craftsmanship of the handmade bicycles themselves. This identity work is a masterclass in visual consistency, utilizing vector-based assets and disciplined composition to elevate the functional nature of gravel and road bikes into a high-end lifestyle proposition. The resulting aesthetic feels both timeless and aggressively modern, successfully anchoring Vonhof Cycles as a performance-driven brand where every graphic choice serves the overarching commitment to industrial excellence.
Top Cycling brands
Browse the world's most renowned Cycling brands, their projects and creatives who worked with them.
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