New Cycology campaign via The Reactor captures early starts, coffee stops + inevitable ‘bush wees’

Independent creative agency The Reactor has launched a refreshingly honest new campaign for Cycology Gear, celebrating the raw, unfiltered reality of life on two wheels.

Titled “Style in Motion,” the campaign trades the glossy, high-performance clichés of cycling ads for something far more relatable: the moments that truly define a ride. From that first pre-dawn pedal stroke to the post-ride flat white, and yes, even the inevitable “bush wee,” it’s a love letter to the rituals, friendships, and small indignities that make cycling what it is.

Shot by Tim Swallow through an authentic, documentary-style lens, the campaign captures the rhythm and camaraderie of the sport: early morning prep, shared laughs mid-ride, and the ritual coffee debrief that follows. It’s a reminder that performance isn’t always about watts and KOMs – it’s about connection, expression, and the joy of the journey.

At the heart of Cycology is creativity. Every piece in the collection is hand-designed by founder and artist Sarina Tomchin, whose intricate, expressive artwork transforms technical cycling gear into wearable art. Her designs tell stories from the road, the freedom, the solitude, the shared madness – giving each garment its own soul and story.

Says Nick Brown, Creative Director at The Reactor: “Cycling culture has its quirks: the early starts, the Lycra tans, the mid-ride nature breaks, and that’s exactly what makes it great. We wanted to create something that felt true to how riders actually live and love the sport. Cycology has always stood for self-expression on the bike, and this campaign brings that to life.

With the campaign theme “Style in Motion,” the work reinforces Cycology’s reputation for merging art, attitude, and authenticity, proving that cycling isn’t just about the ride – it’s about the life that happens around it.

Client – Cycology 
Advertising Agency – The Reactor 
Creative Director – Nick Brown 
Director / Photographer – Tim Swallow 
DOP – Jordy Simpson 
Digital Operator – Jeremiah Wolf 
1st AD – Gus King 
1st Assistant – Mitch Parry 
Editor & Colourist – Ivan Lentell 
Catering – Shelter Lennox
Production Agency – Flint