In my short time a pro cyclists, I spent two years racing on legendary bicycle company with Italian origin; Masi. If you remember the famous 80’s cycling flick “Breaking Away”, the bicycle ridden by the protagonist was in fact a Masi Gran Criterium – the anchor of their line.

Some years later, Masi was moved to California and expanded into America. In order to help compete with some of the bigger brands, Masi has a taken a unique approach with their marketing. One small piece of that comprised a string of videos to help promote their “It’s all about the ride” credo. In other words, that feeling you get when you’re miles away form home on your bike lost in your thoughts on a journey.

I was very excited when they asked me to produce videos to help market their Masi Evoluzione and their CXGR bikes. Over the next few months, we will be expanding the videos for more products. Keep an eye out!

Take a look at the videos to see more: