From France, to World
For the launch of the new INEOS Grenadiers kit, GOBIK and Confluence collaborated on a campaign that explores performance through innovation, precision and visual intensity. More than a simple kit reveal, this project was conceived as a statement about modern cycling and the constant pursuit of speed, efficiency and evolution.
Set in a controlled studio environment, the film and photo campaign plays with contrast, texture and light to underline the technological edge of the INEOS Grenadiers identity. Orange light cuts through deep shadows, sculpting bodies and equipment, while high-contrast compositions place the athlete at the center of a powerful, almost industrial visual language. Every frame is designed to highlight motion, tension and control, echoing the discipline and rigor of elite performance.
The concept expands further with the creation of a fictional “Gobik Lab”, a visual metaphor for research, experimentation and marginal gains. Industrial elements, graphic lighting and minimal set design transform the studio into a space where speed is analyzed, refined and rebuilt. The kit is not only worn but studied, tested and pushed to its limits, reflecting the scientific approach that defines the INEOS Grenadiers philosophy.
This project illustrates Confluence’s approach to campaign production: crafting images with strong artistic direction while staying deeply connected to the brand’s DNA and the culture of high-level sport. The INEOS Grenadiers kit launch becomes more than launch content. It becomes a visual exploration of innovation, performance and the future of cycling.
Produced by Confluence.media - Directed by Victor Bredillet - Produced by Mathieu Marillier - 1st Assistant Director: Antoine Methot - Starring : INEOS Grenadier - Gaffer : Jose Del Barrio - Electrician : Diosman Manzano - Studio : Gobik - Rent : Llum Studios
