THE EVENT
9 EPISODES - 4 TEAMS OF BIKERS - 1 COMMON GOAL: MAKE IT THROUGH THE END OF THE SEASON.
We placed 4 bikes in front of a giant cubic screen and asked our fans to race against each other by pedaling while watching the show.
4 STRANGER TEAMS
Each team was provided with a different visual identity to compete against the others for the final victory.
This identity distinguished the four “racing kit” and was also displayed on the bleachers reserved for each team.
A STRANGER LOCATION
The location allowed us a remarkable customization which instantly transmitted the spirit of the experience.
CREDITS
Agency: DUDE
Executive Creative Directors > Livio Basoli & Lorenzo Picchiotti
Copywriter > Nicolò Carrassi
Art Director > Luca Riva + Valentina Trucco
Account Manager > Ilaria Belcastro
Event Manager > Laura Boy
Integrated Production Director > Matteo Pecorari
Producer > Simone Raddi
Post Production Supervisor > Seba Morando
Motion Designer > Marco de Benedictis
