ABSA Cape Epic - Print, Billboard & Posters

TEAM VS NATURE The Absa Cape Epic, the “untamed African mountain bike race”, is not just the toughest multi-day mountain bike race in the world. It’s not just a two-person-team effort. It’s about 815 km of the harshest terrains and the determination to ride through the pain. It’s about choosing a partner to vanquish all. And the knowledge that no tag could price the experience. The idea is to personify the race as a visual metaphor for the intimidating, exhilarating terrain and challenge that is nothing other than Epic. As the riders aim to overcome their own inner battles and obstacles, their partner is the the only power they can draw on to inspire them to push through and conquer all. We have created two scenarios, in which we have selected scenes that depict the highlights of the most challenging parts of the course, offering an overview of the rough ride ahead. In line with this, each scenario is from the perspective of the second rider, with his/her partner in the foreground, re-inforcing the fact that with the right partner, the challenge ahead of you is never greater than the support behind you.