Couler (French for “to flow”) brings speed, creativity and movement together in one unique and artfully designed race bike. With paint inspired by post modern artists and bold sponsorship colors, this bike was raced by the Lidl Trek road cycling team in the 2025 Tour de France.

As a bike nerd, this project was truly a dream come true. My role in this project saw me creating studio direction for photo and video that would work as a platform to tell the greater paint tell the story. To that end I collaborated with our in-house photo studio team to design a space that captured the spirit of a modernist art gallery and even painted the swash on the wall myself. Understated lighting, white walls and a bold swash of color pulled from the bikes own design create the feeling of a gallery space with the bike as the main piece on display. Being onsite during shoot days to review photo and video in real time kept the capture moving at race pace.