Mercat del Lleó photoshoot

As part of Rule 28's wider training and content camp, which marked a shift in direction to focus more on the events peripheral to cycling itself, we captured off-bike moments on film in Girona's Mercat del Lleó.

To signal the brand's new direction, we created a distinct look and feel for training camp content, including a custom logo and motion graphic, seen here applied over short form social content. Also included are relevant slides from the broader creative brief.

Photographer: Henry Goodfellow
Model: Phoebe Roche