106º WEST

PROJECT OVERVIEW

106º West is a global coordinate, a coordinate locating the Highest Triathlon in the World. With a 1.2 mile swim, 56 mile cycle and 13.1 mile run, 106º West set a new standard for competition as athletes from around the world gathered in the heart of the Rocky Mountains. With a $25,000 prize purse and exclusive permission granted to swim in the famous Lake Dillon, a challenge such as this could only be found at altitude. It won’t be pretty, but it will be beautiful. Think you got it in ya, cowboy?

For the branding on this project I wanted to encompass a rustic aesthetic that had a western connotation. The intended target demographic was primarily “city folk” but all the elements needed to feel authentic, yet forward thinking. We new right away that we wanted the finished medals to be oversized belt-buckles. So the crest from the logo started as a buckle and grew from there.

The photo shoot and cinematography featured some local athletes as well as Jenny Fletcher, a New York runway model and professional triathlete. We shot on location of the actual triathlon in the Rocky Mountains of Colorado. The weather the entire day of the shoot was ominous with rain, crazy clouds and a lot of unpredictability. The end result was an amazing video [Shot by Neu Productions] and I personally shot all of the still Photography.