WHOOP was the sponsor for professional cycling team, EF Education First in 2022. As part of the iconic Giro d’Italia, we created three :30 TV spots as part of a fully integrated campaign to land our association with our value proposition to a cycling audience while the tour went on. Results off the back of the campaign exceeded our expectations with 40% increase in sales during the month of March across territories where the campaign was live.
The brief for the spots themselves was simple, create vignettes of three riders to showcase the power of the product and how it helps them unlock their peak performance. The film and photography was shot remotely in Girona and Colorado.
Creative Direction: Ursula Nickerson
Art Director: Eric Gasparro & Zack McCabe
Copywriter: Mike Howard
Production: STEPT
Videographer: Ansel Dickey
Photographer: Jojo Harper
