Rapha

This is my cycling: Justin Willams

    JUSTIN WILLIAMS IS THE 30-YEAR OLD DUDE FROM LOS ANGELES THE INSTITUTION OF CYCLING HAS BEEN WAITING FOR SINCE FOREVER. FROM WINNING BASICALLY EVERYTHING TO THE CREATION OF BOTH THE CNCPT DEVELOPMENT TEAM AND LEGION OF LOS ANGELES, JUSTIN IS A BONA FIDE DISRUPTER AND HERO TO MILLIONS OF CYCLISTS AROUND THE WORLD.

    IN THE LEAD UP TO THE DEFENSE OF HIS USA CYCLING AM CRITERIUM NATIONALS TITLE, RAPHA COMMISSIONED 1000% TO MAKE A VIDEO CAMPAIGN THAT DEMONSTRATES BOTH THE MAN AND THE PHENOMENON THAT IS CURRENTLY CRUSHING THE FUTURE OF CYCLING.

    THIS IS MY CORNER. THIS IS MY CRIT. THIS IS MY CYCLING. THIS IS JUSTIN WILLIAMS.

    THE CAMPAIGN

    DIVING INTO THE GUTTER
    I CALL GAME
    DO AS GOOD AS YOU ARE

    COORDINATED DROP ACROSS MULTIPLE CHANNELS/PARTNERS THE MOMENT JUSTIN SUCCESSFULLY DEFENDED HIS NATIONAL CRITERIUM TITLE.

    SO MUCH HYPE

    SO MUCH ENGAGEMENT.

    IN ADDITION TO THIS IS MY CYCLING CAMPAIGN 1000% CREATED A VERY HONEST BTS POD-STYLE DEEP-DIVE INTO JUSTIN’S POV FROM HIS EXPERIENCES GROWING UP IN LOS ANGELES TO HIS MOTIVATIONS, DREAMS AND VISION FOR THE FUTURE OF CYCLING.

    OPPORTUNISTIC BONUS CONTENT

    500k Views and counting

    This Is My Cycling Campaign dropped the same weekend Justin successfully defended his National Title.

    Shared through Manual For Speed, Rapha, Rapha North America, Bicycling Magazine, Justin Williams and Legion of Los Angeles

    Within 48 hours of dropping Rapha received hundreds of comments praising, supporting, lauding and marveling @ the campaign.

    Record breaking engagement.

    While Focused on Justin Williams the campaign also brought the city of Los Angeles, Legion of Los Angeles and Criterium Racing to the fore.

    Ideation,Writing, Strategy, Concepts, Creative Direction, Script, Video Production, Editing.