As part of WHOOP’s sponsorship of pro cycling team EF Education–EasyPost, we launched an integrated campaign during the Giro d’Italia—one of the sport’s biggest stages. At its center: three 30-second TV spots crafted to connect WHOOP’s value prop to cycling fans in real time.

Each cinematic vignette spotlighted a single rider and showed how WHOOP helps unlock peak performance—tracking strain, recovery, and the moments that matter most.

Shot in Girona and Colorado, the campaign spanned film, photography, and paid media—driving a 40% lift in sales across active territories.

Role: Associate Creative Director