DISCOVERY CHANNEL X AMD X TREK

Race 2 Replace

When Lance Armstrong announced his retirement after the 2005 Tour de France, cycling was in search of its next big superstar; a void that would not easily be filled.  In partnership with team sponsors Discovery Channel, AMD and Trek, we created digital content that profiled the team's next superstars and their behind-the-scenes journeys in preparing for cycling's biggest race.  To further engage with the fan base, we created an amateur cycling race at the prestigious Indianapolis Motor Speedway with the winner having the rare opportunity to be a part of the team at the US National Cycling Race and actually race against the pros in the time trial.  To promote the content, we leveraged hosts from Discovery Channel's shows, including Steve Irwin, and created cinema style posters based on the personalities and backgrounds of the cyclists.