Guru - Devoted to cycling

At Guru Cycles - they take cycling seriously. Custom bespoke riding machines tailored for each individual to fit like a glove. Being so serious about cycling requires many hours of training and dedication - only the few can find themselves at the top of the mountain.

In this campaign, we created a collection of tongue in cheek mini games to demonstrate the passion that Guru employees have for their sport and craft. A rallying cry handbook for the devoted - whether its to win at all costs by blinding your challengers with a wad of spit, or going on that leisurely sunday ride alone trying to leave your wife in your dust for some solace. This is the manifesto and creed that must be followed - show your devotion and bow down to the almighty cycle

Company: Sid Lee
Role: Art Director