Buildings are the icons of cities; cyclists are the icons of the Tour

Poster campaign for the Tour de France, the most important cycling event in the world. For 2026, the city of Barcelona was selected as the host for their Grand Départ. The brief asked us to connect both cities through the lens of the sport and the fans.

The route emerges from the shadows cast by the cyclists, capturing a unique and unrepeatable moment that merges Barcelona and Paris through their most iconic landmarks.

Through detailed characters and a vivid color palette, we brought to life an entire crowd of fans to further capture the passion and thrill behind the race. 
To achieve this, we partnered with local artist Albert Tercero, whose distinctive graphic style and expressive use of figures made him the perfect fit for the project.

Although initially intended as a poster, the versatility of the characters allowed to solve many OOH communications as well as social media, focusing on specific moments and crops of the larger picture.

A simple detail of the cyclist is all it takes to capture the essence of this year’s poster campaign, where shadows play a defining, iconic role in the design.

Rather than separating sponsor logos from the artwork, we embedded them within the illustration itself, allowing partners to use the poster’s graphic language to feature their brands organically, without compromising the design.