Unknown Voices
Challenge
The Next Generation film featured riders and staff who were still unknown to most audiences. Without star power, the challenge was to build interest and credibility around a story rooted in fresh perspectives.
Approach
We structured the rollout in two phases:
Race-Day Event Reels – Two pieces captured the immediacy of competition, giving audiences a first look at the new riders in action. These clips weren’t polished campaign assets — they were raw, in-the-moment storytelling to establish authenticity.
Reel 1 – “Full throttle” (May 14)
47K views, 1K likes, 71 shares, 29 saves.
Reel 2 – “Soaring solo” (May 18)
42K views, 1.2K likes, 47 shares.
Documentary Launch – Two weeks later, the official announcement reel for The Next Generation film was released, shifting from race coverage to a cultural story about the future of cycling.
Reel 3 – “The Next Generation is out now!” (June 6)
Instagram - 460K views, 1.4K likes, 71 shares, reaching 685K+ accounts.
Facebook - 2.2M views, 4k likes, 12 shares
Youtube Documentary
35k views, 851 likes
Documentary screened worldwide at Bicycle Film Festival
Outcome
The sequencing created a natural funnel:
Race-day reels built authenticity and emotional connection around the riders.
The campaign reel scaled the story to a broad audience, using the established momentum as a launchpad.
Despite being “unknown voices,” the riders drew in tens of thousands organically, then reached millions once the full campaign dropped.
Lesson
For audiences, relatability mattered more than fame. By pairing real-time race storytelling with a delayed campaign launch, we proved that even unproven talent could hold attention and spark cultural relevance. The unknown became the asset — fresh energy, raw beginnings, and a sense of discovery for the audience.
