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F-Si

Art Direction, Visual Design

The F-Si is Cannondale’s full blown race hard tail, working with Fry Advertising the idea was to celebrate the true XC endurance athlete’s obsessions through a series of vignettes. Meet the “wattage” obsessed. 

“Competition” obsessed. 

“Weight” obsessed. 

Art direction was key to this entire series, set development and photography by Brooks Freehill. 

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