We’re delighted to support premium cycle tyre brand Vittoria by launching Great Expectations. This series of mini-docs and social content reveals the inner thoughts of professional riders as they reflect on what cycling means to them.

We created the campaign to take a more personal approach, giving riders the freedom to express what cycling means to them as they prepared for the new season – and The Ride Ahead. It’s all part of The Ride Ahead positioning we developed with the brand’s leadership team that’s now being rolled out across Their global communications.

Filmed on location at the team training camps, Great Expectations launches with riders from XC team Santa Cruz FSA and road team DSM. The films open the door on the curiosity, optimism and courage of each rider in a series of intimate portraits as they share their hopes and ambitions.

“Visiting many places helps you to grow as a man – as a human – because you can see the world from different points of view,” says Maxime Marotte, Santa Cruz FSA, in one of the films.

“One of the nicest things in cycling is to go on a new road – that brings you to a beautiful place,” adds, Romain Bardet, Team DSM.

Firehaus worked with Italian production company Yanzi and director Marco Marcasolli along with the brand’s marketing team on the mini-docs and a range of short edits.

Vittoria CCO Ernesto Garcia Domingo said “ Great Expectations brings a new approach and fresh voices to our audience with pro riders sharing some of their personal insights and motivations. This has been a great collaboration so far under The Ride Ahead banner and we look forward to sharing more over the coming months”.

Ian Bates, Founder and Creative Partner at Firehaus said “This series of mini-docs has given us the space to produce content that is more personal and inspiring”

About Firehaus

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