This campaign tells the story of Team Amani, a group of cyclists from Rwanda, Uganda and Kenya, trying to make their mark on the world of cycling. Only, athletes there are often faced with near insurmountable barriers: costly equipment, distance to competitions in Europe and the US, lack of access to sponsors…
But what if, one day, those barriers weren’t so insurmountable?
In this film, a story about cyclists becomes a journey into the metaverse, and a reflection on what’s possible for all of us in a future when where you start out doesn’t limit how far you can go.
Meta —
AMANI
Maintaining authenticity was key to developing and filming this story. All the cyclists you see throughout the film are real Team Amani members. The work was shot entirely in East Africa and the narration you hear throughout the piece was developed through countless hours of athlete interviews. Even the imagined metaverse scenes were developed in partnership with Team Amani, and reflect the needs and aspirations of these athletes.
We wanted capture cycling in a way that hasn’t been seen before, but also fully immerse the viewer in the experience. All footage was captured using multiple cameras, everything from an Alexa to a drone, Super 8 and even a Fisher-Price and FlipCam Video Recorder. We also worked with legendary Tony Hill to design bespoke rigs to play off the circular motion of a bike wheel.
