Tour of Force logo FINAL [1.0]-01.png

Lead from the front...

Client: Dell EMC


Project: Tour of Force

Involvement: Art Direction & Design

Agency: © Silver

Creating a memorable event


The brief was to create a theme for a regional ‘Hype Days’ campaign, with the aim of exciting and educating Dell EMC channel partners on the benefits of their high-end PowerMax and XtremIO X2 storage product solutions.


Tour of Force was created in response to the brief: a fun cycling-themed event with incentivised merchandise and a digital cycling game to promote post-event customer engagement with a series of educational resources.  

Winners in each region won top-of-the-range road bikes and bespoke Dell EMC cycling jerseys. The campaign was a huge success globally.



MacBook_TDF Mockup_cropped.jpg
Hype Days 3.jpg
bikespeed_1024x768 [1].jpg

Behind The Thinking. Initial Concepts

Below are the initial concepts presented to the client in response to the initial brief. Four creative routes were developed for consideration with the clear favourite, Tour Of Force being chosen for the design and deliverables phase.