CA Technologies - Who's Behind You?

In 2017, CA Technologies signed a sponsorship with the Trek Segafredo Cycling team. As a back-end software provider, their brand had low awareness. We worked on a proposition for the partnership, which became ‘Who’s behind you?’ This tied the role of back-end software to the sophisticated real-time data analytics they could bring to the team. It also plays nicely to the team support side that is crucial to success in pro cycling, as it is often seen as a lone rider sport. There was an opportunity to shoot the Trek Segafredo team at their winter training camp in Mallorca. Alongside the more functional content to fill their year-long content calendar, we wanted to create a brand piece to bring the ‘Who’s behind you?’ proposition to life. The objective was to create something that would resonate with cycling fans in the high level visual aesthetic brought to the sport by brands like Rapha and Roleur. The concept started as a more complex visual narrative, but we decided that simple is powerful and settled on a single shot. With 2.8m organic views on YouTube and not a pound of paid media, it’s proof that with smart thinking and tight production, you can create great work on a small budget.