Absa Cape Epic - 'Team vs Nature'
Advertising Campaign
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The Absa Cape Epic, known as the “untamed African mountain bike race,” pushes riders to their physical and mental limits across 815 km of rugged terrain.

Our campaign, 'Team vs Nature', captures the race’s relentless intensity through striking visuals and storytelling. The idea personifies the race as a visual metaphor for the intimidating, exhilarating terrain—an epic battle between riders and the wilderness. Mountains and forests are depicted as monstrous obstacles, symbolising the relentless challenges riders face. This highlights the unique partnership required to conquer such extremes: as riders battle inner and outer struggles, their teammate becomes their greatest source of strength and inspiration. Each visual scenario is from the perspective of the second rider, with their partner in the foreground, reinforcing the message: with the right partner, the challenge ahead is never greater than the support behind. The scenes are modeled from areas on the actual Cape Epic route, ensuring authenticity while offering a glimpse into the race’s toughest segments.
Message:
“No matter how tough the terrain, with the right partner, you will always conquer. Prosper together.”
This immersive campaign drove excitement among potential participants and aligned Absa Bank as the perfect partner for achieving greatness.
Print & Billboard Ads: "How Big is your Brave"
Print & Billboard Ads: "How Fierce is your Fire"
Concept Sketches

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Credits:
Art Direction & Storyboard Design:
Jo Theron
Creatve Direction:
Tom & Dana Cullinan
Additional Credits:
3D Animation Studio - DFX Extreme Effects
Photography (of The Cape Epic actual location) - Flashback Studios

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