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.
Creative Director: Ryan Johnson
Sr. Art Director: Matt Sharpe
Sr. Copywriter: Jay Roth
Photographer: Matt Sharpe
Producer: Mike Love
Account Executive: Carly Murphy