From 2008 and 2011, I worked for Cervélo, makers of the fastest, most coveted racing bikes in the world at the time – creating their transmedia strategy and co-producing and directing all video content – including their Tour de France commercials and the groundbreaking BEYOND THE PELOTON web series that revealed the raw behind-the-scenes realities of Cervélo’s Tour de France-winning Test Team, garnering a fanatical following and foreshadowing TOUR DE FRANCE: UNCHAINED by 15 years. My creative partner Joe Finkleman and I worked directly with Cervélo’s vanguard co-founder Gerard Vroomen, helping grow the company 10x in a few short years.

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