72ANDSUNNY AMSTERDAM, Amsterdam / SAMSUNG / 2016
This film was created to highlight the partnership between Samsung and the Trek Factory Racing Team. It is the story of a domestique in a cycling team. Showing all the sacrifices he, as a cyclist who rides for his leader, endures only to have to lose at the end.
As most domestiques are nameless riders we wanted to make him as faceless as possible, hence why we filmed him from behind. Only when he hands over to his leader did we spin the camera around to reveal his face, just as he moves over.
In order to ensure authenticity we enlisted the expertise from as many cyclists as possible. In the end our film starred Fabian Cancellara and Gregory Rast and featured the voices of David Millar, Phil Ligget and Jens Voigt. This was a film for the cycling community, made with the help of the cycling community.
Title: For all the Domestiques (translation)
McCANN LONDON, London