To increase momentum and audience, it was time to push forward with a digital media campagne that resembled their business: simple, efficient and fair. And that’s where Fabian Cancellera came into the picture and worked so well as their brand ambassador. The epitome of simplicity, down-to-earth and accessible, a model of athletic efficiency and fairplay of great sportsmanship.

Space and light. We needed lots of both, to respect distances, move things around on set with ease and give the impression that Fabian was cycling outdoors. In spite of the pandemic, the light-hearted atmosphere and twist in the script brought the brand and ambassador smoothly together, putting smiles on our faces - under our masks.