réalisation & production film brand content, campagne, Look Cycles, parady.
KG EDITION . Shaped by Heritage
CLIENT
LOOK CYCLES
SERVICES
creative CONCEPT
ART DIRECTION
INTEGRATED CAMPAIGN
PRODUCTION
YEAR
2025
On the occasion of the 40th anniversary of the first carbon bike in history, launched by LOOK on the 1986 Tour de France, we celebrate the brand’s founding duality: iconic heritage and modern performance. A museum-like language: the KG86 as a historical piece, the 795 Blade RS KG Edition as its contemporary heir. Two eras in dialogue.
In 1986, Greg LeMond won the Tour de France on the KG86, the first carbon frame ever produced, developed with aerospace engineers. A hybrid carbon–Kevlar–aluminum architecture that redefined performance. In 2025, the 795 Blade RS KG Edition carries this pioneering spirit forward and rekindles the heritage that transformed cycling.
À l’occasion des 40 ans du premier vélo carbone de l’histoire, lancé par LOOK sur le Tour de France 1986, nous célébrons la dualité fondatrice de la marque : héritage iconique et performance moderne. Le film adopte un langage muséal : le KG86 en pièce historique, le 795 Blade RS KG Edition en héritier contemporain. En 1986, Greg LeMond remporte le Tour de France sur le KG86, premier cadre carbone jamais produit, conçu avec des ingénieurs aéronautiques. Une architecture hybride carbone–Kevlar–aluminium qui redéfinit la performance. En 2025, le 795 Blade RS KG Edition prolonge cet esprit pionnier et ravive l’héritage qui a transformé le cyclisme.
Credits
Lamadone
Production Agency
Brand Manager
Ieva Lapeikyte
Bastien Grob
Creative & Film Direction
Felix Leblanc
Cinematographer
Valentin Marco
Photography
Lucas Brunier
Editing, Music & Sound Design