Using a combination of determination, skill, and experience Bell Rider Cadel Evans took the yellow jersey in the 2011 Toure De france. His unconventional methods and inspiring tenacity made for one of the most talked about Tours in recent years. So many factors, so many decisions lead to his victory. To commemorate the story we created oversized posters and sent them out to fans and retailers. On the back, we detailed the anatomy of a win.

Contribution: Project Definition, Research, Concept Development, Art Direction, Design. This project was done in collaboration with the NEMO team.

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