A behind-the-scenes piece created around the new campaign for La Rioja Bike Race, marking the transition towards La Rioja Bike Experience. Built around dust, heat, speed, and anticipation, the project was designed to introduce the new jersey while reflecting the identity and atmosphere of the event beyond competition itself.
Produced with Pyrenees Media, the piece was developed through a visual approach focused on rhythm, texture, and mood. Pol Jufré led the concept and edit, with Biel Fuentes as model, shaping a campaign that aimed to present the new jersey not just as a product launch, but as part of a broader shift in the event’s identity.
More than a standard launch, the campaign was built to suggest a new direction for the event — moving from race format into a wider experience-led identity. The goal was to create a piece that felt connected to the sensations of riding in La Rioja: the dust, the heat, the speed, and everything that turns the event into something beyond the finish line.
Credits
Produced with — Pyrenees Media
Concept & Edit — Jufré Films
Model — Biel Fuentes
Produced with — Pyrenees Media
Concept & Edit — Jufré Films
Model — Biel Fuentes
