TCR Campaign


Triathlon Cycling Running (TCR) are a sports retailer based in the Melbourne suburb of Hampton. We worked with them to establish brand presence and a point of difference for TCR that would create brand awareness amidst a sea of competitors.




Art Direction

TCR - Commitment is Hard

The Challenge

Create a compelling reason to shop at TCR in a highly competitive sports retail market.

High impact visuals

Our response explored the emotive connection athletes have with the sport, their gear, and the competitive and social aspects of triathlon. We developed an aspirational campaign concept that communicates that emotion through powerful photography and visual storytelling.

Working with photographer James Newman we scouted various locations in and around Melbourne. With just a small crew to minimise costs we captured a series of highly engaging stills which became the focal point for in store posters and consumer advertising.

TCR - Commitment is Hard
TCR - Commitment is Hard