Monday, August 31, 2009

Pearl Izumi print ads via Pocket Hercules

Earlier in the summer we had some fun producing a set of images for a Pearl Izumi advertising campaign. The ads for the Louisville (CO) based apparel manufacturer were created by Pocket Hercules (Minneapolis). The initial ads ran during the Tour de France and follow up versions are currently running in national cycling publications.

The humorous campaign is built around the International Federation of Apparel Compliance (IFAC), and it's crackdown on performance enhancing apparel produced by the Pearl Izumi Speed Shop. The images we created show various scenes of naked cyclists having recently been busted and stripped of their illegal apparel, while IFAC's Bernard LaBoeuf proudly displays the confiscated items in an evidence bag.

It was a team effort to create the various scenes, led by Pocket's creative director, Jason Smith. All of the images were created locally near the Pearl Izumi headquarters in Louisville.

Check out the video for the IFAC here.

Here are three of the final ads, as well as a few behind the scenes photos (see previous post).

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