Documenting a Champion: Visual Storytelling at it’s Best

Documenting a Champion: visual storytelling at it’s best

A year has passed since Haro’s star athlete, Ryan Nyquist, first announced he’d be venturing out as a dual sport athlete, competing professionally in both BMX and Mountain Biking (see last year’s announcement video here). He’d later end the year with various medals in BMX competitions and his first invitation to the RedBull/Crankworx Joyride event—the largest event in the Mountain Bike Slope Style segment.

This year, The Creative Bar was challenged to come up with a concept to build on last year’s success. The overarching goal was to humanize this athlete in an organic way, to create fan support before the Joyride event itself, and to align Ryan’s fun and free-spirited attitude with the Haro MTB brand.

“Haro MTB’s Basecamp Chronicles: Ryan Nyquist Live at Joyride” was what was conceived as a result of this massive undertaking. A three part series, it allowed viewers access to behind-the-scenes interviews, practice runs and entertaining shenanigans as Ryan prepared for his day of competition. Each episode was filmed, edited, and distributed to industry media and Haro social media channels within 24 hours for each of the three days leading up to the competition. The series ultimately ended with Ryan taking a 3rd place podium spot, 2nd on the Crankworx tour overall, and becoming a new fan favorite on industry boards and websites. Links to the video series and industry comments are below:

Day 1

Day 2

Day 3

Industry Reaction

Target Market Positive Feedback

Quick Statistics

30,000+ views within 48 hours of posting
26,000+ people reached through social media within 48 hours of posting
6 industry news sources published within 48 hours of posting

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