Thackwell & Whittaker


Vision 2020


Creative Development, Ideation & Strategy

Production Services

Post-Production Services

Digital Media Marketing

Worldwide Creative Project Management

The Ask

Leading agency, T+W contracted us to spend 60days on tour with pro cycling outfit, Team Dimension Data. The project was built around the team's Vision 2020 campaign and our task was to document life behind-the-scenes of "Africa's Team", developing, producing and executing a broad range of digital content for a variety of uses.


A micro-cinematic team traveled with the team to 3 significant events: a high-performance camp in Spain, the Giro d'Italia and the Tour de France capturing a range of content that included: a documentary film, 10 short unscripted stories, multi-use additional moving and still content, daily highlights, 360degree films, and live broadcasts

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results & observations

The content was released on Team Dimension Data social channels and Supersport Broadcast and Social Media channels receiving high praise for its unique, honest and intensive look at the world of pro cycling in some of the most demanding races on earth.

what the client said

“It was a real privilege to work with Fell + Co on our 2018 cycling campaign across the world in many events including the Tour de France. They fitted into our high-performance environment like a glove getting to know the riders, the different functions and weaving it all into incredible storytelling that set us apart from our competitors and drove huge interest to our purpose of mobilizing people on bicycles through the Qhubeka Charity”.

Doug Ryder

Team Principal for Team Dimension Data