Halfords were sponsoring ITV's coverage of the Tour de France and wanted to use it to promote the Carrera Virago, a carbon fibre bike that cost just under a grand. We decided to use 4 stages of that year's tour as the ultimate testing ground / showroom, to see if an amateur rider (Dan Francis) and his Carrera could handle it - or if one or both would break.

We made an emotive 15-minute documentary, shot across 6 grueling days in the UK, Belgium and France, and used the 24 TV idents as mini-trailers for the online film. We designed the livery, the kit, everything. The campaign gained coverage in the cycling and mainstream press, including the Evening Standard - something most idents don't really get.

We went out with 3 bikes and despite tearing it up over the cobbles of Liege, up two Alps and through the centre of Paris, all we got was got a single puncture.