In 2013, Team SmartStop was invited into its first Medalist event, the Tour of Alberta. The following year, after winning many National Race Calendar events and the USPRO National Championship, SmartStop was invited to even bigger events – The Tour of Utah and Tour of Colorado.

With the success came interest from a couple sponsors, Mercury Wheels and Maxxis tires, to produce a commercial that would air during the Tour of Colorado. Winsor Creative was hired just a couple weeks prior to the air dates to produce the commercial. We flew out to Bend, OR where the team was competing in the Cascade Classic Stage race. The team won two stages and the KOM jersey.

As the highlighted sponsors were the wheels and tire sponsors, we came up with the “from the ground up” angle. With a very limited amount of time to shoot, we had to act quickly and even quicker to get it to NBC, and approved for TV. The commercial aired every day during the race broadcast 2-3 times.

By the time this commercial aired, I had the fortunate opportunity to have already produced prime time segments for NBC’s 2011 Tour broadcast, and part of a small team at Gripped Films that produced the 2009 award-winning-documentary. But the commercial was a new challenge. Alot of fun, stressful and quick, but the team recieved lots of positive response when fans saw the coverage.