A brand narrative that follows three female athletes to take a deep look into the women’s side of racing at a key moment in it’s evolution - the all womens start.
A meditation on sacrifice, solo ambition and unity.

“It’s such a solo endeavor, but.. you cannot do this alone.” – Ellen Campbell

What made this film so special, wasn’t the beautiful film itself - it was the synced up strategy and timing that allowed it to penetrate and make such an impact, culturally & commercially.
For this project I took conversations with athletes and observations of culture and aligned them with Rapha brand and business goals.
While at the helm between Brand & Athletes & Creatives - We shaped an on-brand narrative told by an all women’s cast/crew (except myself) that was sync’d up with what was happening in women’s cycling (and sports/society at large), premiered it alongside a panel discussion with industry VIP’s the night before the final significant Lifetime Grand Prix race of the season where there was an all women’s start line, and timed the release of the film, curated UGC, & feature page with when we launched Sarah Sturm’s pro kit.

The results were // one of the most viewed and beloved films in Rapha’s history that paved the way for what an omni-channel brand film could look like, packed out the theatre for the premiere & panel talk, earned organic media coverage, sold out Sarah’s kit, and most importantly - gave women the space to express their POV.

Contributions
- Creative Director
- Strategy
- GTM
- Brand Producer

Collaborators
- Chelsea Jolly / DP, Director, Editor
- Sami Sauri / Photography
- Sarah Sturm, Alexis Skarda, Ellen Campbell / Athlete subjects