A brand film bursting with energy from training app Zwift takes in the form of a mini documentary about the Los Angeles-based professional cycling team L39ION which captures the powerful personalities of the team, its sense of camaraderie and its connectedness via Zwift during a season disrupted by Covid-19.
L39ION, described by some as ‘the most consequential team in professional cycling’, trained with Zwift all through the last year.
The online video, amplified across both team and brand channels, shows how’s Zwift’s training app provided the team with ways to virtually train, race against other teams and with friends and fans from around the world.
Posted on 18 May, ‘This is How We Do It: L39ION of LA x Zwift’ is a 10-minute documentary style film introduces the male and female members of the 2021 team, whilst also showcasing their new Rapha kit as well as some of their Zwift-based training and racing in and around Southern California.
The film was directed by JJ Augustavo through production company m ss ng p eces with DPs Edward Tran and Mego Lin, Producer Adam Leeman, MPC Colourist Kris Smale, Composer/Mixer Paulo Gallo, Editor Sam Fuller, AC Manash Das with Michael Thompson of All World and sound by Evan Millard
Run by Justin Williams and his brother Cory Williams (who recently represented the US in the ‘Zwift Worlds’), the team’s objective is not just to race at elite pinnacle of US bike racing, but to encourage diversity and inclusion in the sport and provide a pathway into cycling for young people from all backgrounds. Plus, another aspect of the team’s mission, to give supporters greater access to the elite athletes, is also brought to life through this campaign.
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It was back in December 2020 that Zwift announced a multi-year sponsorship of L39ION: a team which is at the forefront of disrupting some of cycling’s less desirable old-school traditions by promoting diversity, building community and developing a platform for the future of racing.
The team’s diverse roster of riders has their sights on moving into the elite end of the pro cycling pyramid. But it stands for more than just results and elite performance. They have attracted a strong fan base linked to their values and their entertaining approach to engagement which includes a sense of fun alongside purpose and insightful race reports filmed by rider in the peloton.
Both Zwift and L39ION were founded in LA and have teaming up to promote diversity in cycling. Part of Zwift’s push for cycling gender, ethnic and age equality saw it host the first cycling e-sports World Championships with equal opportunities for all competitors.
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