Amgen Tour of California 2017 Marketing

CHALLENGE

AEG Sports wanted the 2017 Amgen Tour of California theme to be California-inspired. One initial idea given by the client was to include palm trees. They wanted to use artwork that was not exclusively northern or southern California as the race stretches the entire Golden State. They wanted compelling artwork that tells a story of the passion, competition, and glory of the Amgen Tour of California. 

SOLUTION

I landed on watercolors, using them to paint the colors of the California coast—something that accompanies riders along their 782 mile ride. Also, water is necessary to survive and remain competitive throughout the race. It also represents the blood, sweat, and tears riders go through. The colors selected are the colors of the sunset meeting the morning colors of the ocean, representing the length of North America’s largest cycling race. The riders explode out of the watercolor, bursting to victory. 

DATE

2017

CLIENT

AEG Worldwide, AEG Sports, Amgen Tour of California

ROLES

Art Director + Designer

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