KRYS
L’Ascension de la Confiance (2025) and Toutes Géantes (2026): two Krys campaigns for women’s cycling on Mont Ventoux, for SportMarket for Society.
Date
2025 – 2026
Our services
Art direction, Visual campaign, Event dressing, Photo shoot & aftermovie, Strava Challenge.
L’ASCENSION DE LA CONFIANCE
In 2025, SportMarket for Society called on Pure Moment’s Creative Hub to create Krys’s visual campaign «L’Ascension de la Confiance», to showcase and support women’s cycling. We designed the campaign poster and the jersey worn by the riders during a Mont Ventoux climb ahead of the men’s Tour de France.
FROM MONTPELLIER TO THE TOP OF THE VENTOUX
Our field team followed the peloton’s journey from Montpellier to the summit of the Giant of Provence: photo shoot, video filming and the event aftermovie. We also handled the full dressing of the Mont Ventoux summit to welcome the champions: hairpin bend dressing, flags, a giant Krys logo and giant heads of the professional riders attending as ambassadors.
WATCH THE AFTERMOVIE
2026: TOUTES GÉANTES
A year later, SportMarket entrusted us again with Krys’s «Toutes Géantes» campaign, for the first Mont Ventoux climb in the Tour de France Femmes: visual campaign, a dedicated Strava challenge, photo coverage of the women’s stage and a double-page spread in L’Équipe.
POSTER · JERSEY · SUMMIT DRESSING · PHOTO SHOOT & AFTERMOVIE · STRAVA CHALLENGE · L’ÉQUIPE DOUBLE PAGE — FOR SPORTMARKET FOR SOCIETY · 2025 PHOTOS: LUCAS CHIOTTI (@LILARTPROD)
KRYS: FREQUENTLY ASKED QUESTIONS
To shine a light on women’s cycling: a group of riders climbed Mont Ventoux ahead of the men’s Tour de France, wearing a jersey and backed by a poster designed for the occasion.
Bends, flags, a giant Krys logo and giant heads of the ambassador riders: the summit became a real finish line to welcome the champions.
Contact us at hello@puremoment.fr: campaign, venue dressing and photo-video coverage handled by a single team.
KRYS × PURE MOMENT
For this client, Pure Moment delivered art direction, visual campaign, event dressing, photo shoot & aftermovie and strava Challenge. The project was led from Marseille by a Franco-Italian team that brings strategy, creative and production together, from concept to delivery. More information on the client’s official website. Discover more of our work in the agency portfolio.