SBS Tour De France Promo

I was asked by MightyNice to direct a promo for one of Australia’s premier television channels, SBS. One specific request was the visuals needed to symbolise the movement and rhythm of the race, so I developed a visual language that would fuse the history of the race with the beautiful yet mechanical movement of the cyclist’s bodies. Much of my inspiration came from the Art Deco period and juxtaposing that classic design with modern cycling technology. My solution was to create geometric shapes of patterns which symbolised the inner bodily movements of the cyclist’s legs and the revolutions of the wheels and gears of the bike. Fused together to create a dynamic graphical mechanism, which would take the audience through the experience of racing in the Tour De France.


Client: SBS
Creative Direction/Animation: Martin Stacey Studio