CERVÉLO

CERVÉLO

Published under docs, sports, branded, travel, on Thursday 13, 2014

Branded content and commercials, 2008-2011

Booker was hired at the last minute to produce five commercials for high-end racing bike company Cervélo, days before the intended shoot at the Tour de Swiss – delivering the spots in time for the 2008 Tour de France two weeks later.

He went on to work closely with Cervélo co-founder Gerard Vroomen to creatively direct and produce all Cervélo’s commercials and video content until Vroomen’s departure from the company four years later (Booker continued to work with Vroomen at his new Open Cycle moutain bike company).

The highlight of this period was the much beloved BEYOND THE PELOTON web series Booker created and produced with Vroomen and Joe Finklenman. The series told the behind-the-scenes story of the Cervélo Test Team, culminating in wins at the Tour de France – and continued on till 2011 with the formation of team Garmin-Cervélo. It’s considered the benchmark in pro-cycling fan access, and helped Cervélo capture some 50% of the social media limelight during the 2009 Tour.

Click HERE for BEYOND THE PELOTON.

Click HERE for a Cycling News article.

Click HERE for Cervélo commercials.

 

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