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Soudal & Quick-Step were looking for a creative announcement video for their partnership as ‘naming sponsors’ of a ‘new‘ World Tour cycling team in 2023.

We blended the two brands, several riders including Remco Evenepoel, and the teams heritage in cycling to create a very dynamic announcement video. The video generated a lot of PR within the cycling media and was used at the official press conference at the Tour de France (Morzine) to announce the new team.

Instead of showing a ‘boring’ visual with the new outfit, we wanted to create a dynamic, flashy video, representing the DNA of both brands and the Wolfpack. Through projecting mapping on the riders, we were able to reveal the new outfit piece by piece. We mixed the visual design of the shirt (buiding blocks) with heritage content of the team, with the great reveal of the shirt at the end of the video.

Thanks to this innovative announcement video, both brands got a lot of PR in various (cycling) press media and on Social Media.




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