Creating stills and video with type 1 diabetic professional Bicycle racers for all media platforms.
Three cold winter days in the blue mountains of Georgia, with Team Novo Nordisk - a type 1 diabetic professional bicycle race team - that was all the time we had to create video and stills for their whole marketing machine. From social media to large format presentation photos, to high resolution slow motion video for TV and web. It was brutal cold for the athletes, but they delivered perfectly ! The way these athletes inspire millions of diabetics worldwide is so infectious! That's why it was a cool surprise when Phil Sutherland, the CEO and founder of this team called me again after 10 years to work on the launch of their new campaign.
My partner Amber McLinn and I created this campaign In-house from photography to directing to filming to editing to motion graphics. This is what marketing director Zach Monette said afterwards: " Poby and Amber are excellent collaborators and great at finding creative solutions on the fly. They make it "look easy" and the finished product always speaks for itself. "
Below is a very small selection of the over 1400 (!) retouched photographs we delivered to the team.