If talent translated into marketing spend, Elian’s budget would dwarf Proctor & Gamble’s. The reality was a little different, but by working in a tight space and investing hours into something and someone we believed in, the rebrand, relaunch and repositioning brought its own rewards. Not least of which is the opportunity to talk, read, write and talk some more about all things bike.
All Creative: Dan Mawdesley & Yuri van Poppel.
Photography: Joachim Baan, Ryan Edy, Yuri van Poppel.