VJ goes FAST for the USA Pro Cycling Challenge

Speeding through Colorado, the USA Pro Challenge represents professional cycling at its most scenic. Its most slap-you-in-the-face gorgeous. Stage 5, from Breckenridge to Colorado Springs represents professional cycling at it’s most cheek-clenchingly, white-knucklingly, face-meltingly fast. In fact, some experts predict this could be the fastest stage riders face the entire professional season.

The challenge for the VJ team was to create a campaign that captured the wow of the Colorado Springs finish, while capturing the raw power of the speed.

The result: The “Beauty and the Blur” campaign.

The images evoke all the rugged majesty of iconic Colorado Springs natural beauty while freezing the racers as an amazing multi-colored abstraction: The blur.

Not only is it fabulously cool, it also gets to a key point: the only place to see the fastest riders in the world is on the fastest stage of the race. Oh, and Stage 5 just happens to be gorgeous as well.

CREDITS

Creative Director: Ryan Johnson

Sr. Art Director: Matt Sharpe

Sr. Copywriter: Jay Roth

Photographer: Matt Sharpe

Producer: Mike Love

Account Executive: Carly Murphy