Transport for London (TFL) has commissioned this uplifting artwork to promote cycling in London. Inspirational wording has been moulded into bike frames which have been shot in sunny, green settings from across the city.
The overall feeling is of a utopian cycle haven. I’ve cycled in London almost every day for eight or nine years and while it’s not perfect—it is certainly improving and becoming more popular all the time. I especially like the lighting in these images, which apparently was hard to achieve in all the rain!
Seen all over the capital in advertising and information materials, it was produced by M&C Saatchi and created by Andrew Long and James Millers. The photography was commissioned to Jason Hindley and the CGI to Smoke & Mirrors.