When Sport England launched Pedal for Paris, they needed a fast-turnaround video strategy to bring their audience along for the ride.
Olympic legend and expert bike designer Chris Boardman took on an epic ride from Manchester to Paris in advance of the 2024 Olympic Games to spotlight Sport England’s sustainability strategy. Along the way, he met key partners like the British Mountaineering Council and Lewes Football Club to explore how the sports world is both impacted by and tackling climate change. Adding to the momentum, friends and fellow athletes, including Mike Tindall and Dame Sarah Storey, joined him, bringing extra star power.
To bring this journey to life for the public, the project required fast-turnaround, high-quality video content, capturing and sharing each day’s milestones, key interviews, and standout moments in near real-time to keep audiences engaged.
To meet these demands, Dead Ready Productions assigned a solo, multi-skilled camera operator to travel with the team for the entire seven-day journey. Working from the crew car, our operator not only filmed but also edited on the move, jumping ahead of the team to capture dynamic b-roll, interviews, and aerial footage and back in the car to produce punchy, portrait-format reels. This rapid turnaround ensured that the public could keep pace, allowing fans and stakeholders to follow the journey as it unfolded.
Pedal for Paris not only generated significant online engagement but also played a key role in amplifying Sport England’s sustainability message. The campaign’s reach extended far beyond the ride itself, securing over 3 billion media impressions and inspiring nearly 200 sports organisations—including the Football Association, British Cycling, and Swim England—to sign the client’s Going for Green pledge. By delivering high-quality, real-time content, Dead Ready Productions helped stoke momentum, ensuring audiences stayed connected to the journey and its impact. The flexibility and resourcefulness of our approach meant we could adapt to the unpredictable nature of an endurance cycling challenge, capturing the energy and urgency of the mission as it unfolded.
Sport England praised Dead Ready Productions for enabling a level of audience interaction that wouldn’t have been possible without this content. Special recognition was given to our producer/camera-operator, Nick Thornthwaite, for his dedication and professionalism under challenging conditions, proving once again that adaptability and expertise are key to fast, powerful storytelling.
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