Cervélo Soloist Launch

Director / CD / EP

How do you launch the ultimate crit machine? With a buck wild homage to the crit culture. With nods to the twilight criteriums of yore, the classic Southern California office park crit style, and timeless truths like “rubbing is racing” and sprinting ‘til you puke, I was inspired by my near-decade racing in the crit peloton myself. To take it over the edge, we featured 74-time US National Champion Coryn Labecki in voiceover as our Director Sportif. This campaign is a celebration of the everyman crit racer, putting in the hours in their backpack before and after work.

With a powerful, anthemic :60 film, men’s and women’s cutdowns tailored for targeted paid ads, plus a suite of stills assets, the campaign set Cervélo up for a successful launch across platforms.