Objective: Generate authentic lifestyle content to drive brand affinity for the Whitewater Center.

The Whitewater Center needed longer form storytelling content to bring authenticity to its involvement in the cycling industry. EXPLORE Chapter Three brings viewers to Cuba for a traverse of the island via bike. Deliverables included a short film, still imagery, and written stories. The film was premiered with a slideshow presentation to a sold out crowd at Charlotte, NC’s Visulite Theatre and was then taken on tour (via bike) to select cities within the Whitewater Center’s target market including Winston Salem, Greensboro, Durham, and Raleigh. The project was distributed via the Whitewater Center’s digital and social media channels.

My Roles: Creative Direction, Content Strategy, Production, Filmmaker, Public Relations, Cyclist