SBS Cycling Central
Copywriting, creative direction, production, editing, design
The brief was to create an on-air campaign to take the SBS cycling story beyond the Tour de France and position SBS as the home of cycling.
We came up with the positioning line “Cycling is the Human Race”, which spoke to the physical and mental challenges elite cyclists face, with only their heart, mind and body to overcome them.
The challenge in execution was that there was only very limited footage to work with to tell this story.
And so, we came up with the approach to source stills and animate them using “photogrammetry”, a technique that creates the illusion of super slow motion from still imagery.
The results was a high quality, visually dynamic campaign created entirely in-house that evokes the drama, colour, humour, inspiration, excitement and beauty of competitive cycling in all its forms.