IG Markets, the award-winning online financial trading company and supporter of pro cycling, has teamed up with SHIFT Active Media, to create a series of short films that lift the lid on the tactics and physical challenges behind the world’s toughest cycle race, the Giro d’Italia.
With its commitment to pro cycling, as sponsor of Team Sky and Team IG Sigma Sport – IG Markets is committed to raising awareness of the sport, and uses its experience in financial market data to create the IG Pro Cycling Index, which delivers unrivalled insight into the performance of the world’s greatest riders.
Vix Box, Creative Director of SHIFT Images – the video production arm of the specialist media communications agency, took IG Market’s commitment to delivering unrivalled insight to the next level, by creating a series of four Giro d’Italia themed promotional short films on location in Italy. The films were storyboarded, scripted, directed, shot and produced by SHIFT over a three week period. To capture the emotion and environments, SHIFT specially composed bespoke soundtracks for each film.
The films star pro riders Dan Lloyd of Team IG Sigma Sport and Dario Cioni of Team Sky, who use their many years of experience to reveal the secrets behind four of the Giro’s most challenging stages – 11,15,17 and 20.
Created with pro cycling’s growing global fanbase in mind, SHIFT was also responsible for syndicating the films beyond the websites and social media profiles of IG Markets and its partners. SHIFT made the films available in a range of formats to both mainstream and specialist media outlets worldwide. Sharing the content saw IG’s promotional films and branding appear worldwide beamed into 125m homes across 59 countries on Eurosport and many of the world’s largest websites, including Cycling News, Gazetta dello Sport and Telegraph Online.