This advert was created for an advertising campaign to boost brand awareness for the SPEG brand. I liaised with the company director, who had created the message and copy for the advert, and determined the style and direction of imagery that they wanted to use. I then arranged and shot the photoshoot to create the low key lighting effect and the sense of speed and movement through the aggressive riding position. I retouched the photo to give only the jersey colour to add emphasis to the brands roots in the cycle apparel market.