As Art Director, I led the creation of a comprehensive visual system to communicate the technological innovation behind Continental’s tire performance at La Vuelta a España. I translated complex engineering concepts, grip, rolling resistance, durability, into clear, compelling visuals that resonate with a global audience. The project resulted in a cohesive series of infographics that bridge material science and real-world performance under extreme racing conditions, showcasing my ability to turn technical data into accessible, impactful stories that inform, engage, and inspire.
Overview
Created a campaign direction aligning a global brand with a major cycling event.
My Role
Art Direction & Campaign Identity
· Developed campaign concept
· Directed visual expression across assets
Objective
· Strengthen brand visibility within event context
· Build a recognizable campaign identity
Key Decisions
· Used motion-inspired visuals to reflect performance
· Ensured cohesion across multiple formats
Outcome
· Increased brand relevance during the event
· Delivered consistent campaign presence
Continental × La Vuelta a España
Visualizing the Invisible Side of Performance
Senior Art Direction | High-Complexity Infographics | Visual Storytelling System
Senior Art Direction | High-Complexity Infographics | Visual Storytelling System
