Know more. Feel more.
Bringing Fans Closer to the Moment
The Challenge
AWS had levelled up. Their Cycling Central Intelligence (CCI) tool was now delivering race data faster and clearer than ever before to commentators and producers enabling fans to get closer to the action.
The challenge from Warner Brothers Discovery was to activate their partnership with AWS through a 30-second TV spot that would bring the story to life, airing across their cycling coverage, particularly during events such as the Tour de France and the WBD Mountain Biking calendar. The ad needed not only to explain what the CCI tool does, but to make fans feel what it means to be more connected.
It also had to be shot on race-weekend, in the middle of the season with minimal disruption to riders and broadcast teams. No pressure!
The Insight
The more you know, the more you feel - that was at the heart of our creative. When it comes to watching live sport, having the right data delivered faster, doesn’t just add context, it deepens emotions. Whether you're a fan, a commentator, or a rider, better insight brings you closer to the action.
We wanted fans to get that this wasn’t just a new way to watch. It was a new way to feel every second.
The Idea
We told this story through one rider: Valentina Höll, at her home race, as she was competing for her third win. Vali is a face fans already knew and we were filming on a race weekend that meant even more to her and the community understood this.
We showed the race unfolding not just through Valentina’s lines, but through those connected to communicating and witnessing her run in real-time: the fans, the commentary team and the tech director behind the scenes.
This wasn’t about data, just for data’s sake. This was about portraying a wider, shared connection, a network of people who could all feel more because they knew more.
What We Did
We shot live at Leogang, with unprecedented access to Valentina, the WBD broadcast team and AWS data flows behind the scenes.
The common challenge to navigate was respecting the race weekend reality that we know all too well. With our experience we were able to build our entire approach around Vali’s focus and performance. Filming around her schedule while making sure her prep, focus and performance stayed priority was key.
We captured fans watching, commentators reacting in real time alongside track capture and Valentina powering down the trail. We then took this all back to the studio and pulled this together with some strong VFX and editing wizardry!
Edit Suite Breakdown!
In the edit suite, we brought the vision to life with abstract, visceral VFX, a 3D world made entirely of particles, pulling viewers into the world of Central Cycling Intelligence (CCI). We wove in CCI and Vali Holl data to show how the tool can power commentators and elevate the viewing experience. Layering this with high-end sound design made sure the result was an experience that let audiences feel the technology built for this sport.
Step 1
We began by building a representation of the integrated data using Gaussian Splatting which is a technique ideal for rendering 3D scenes. We scanned the drone footage and camera-tracked it in After Effects. This combination allowed us to create high-quality, real-time renderings from multiple images and videos.
Step 2
Next, we created luma masks within our 3D space to layer the original video over the splat.
Step 3
To really enhance this stylised, tech-driven environment, we added the finishing touches. We researched statistical data from Vali’s career and animated it directly into the 3D space. With all these elements combined, we produced the polished piece.
The Result
We worked hand-in-hand with WBD and AWS throughout the project, shaping the story, aligning on narrative and making sure the tech didn’t overwhelm the emotion.
The spot aired went live across the 2025 summer schedule.