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CHALLENGE
As SRAM grows, its scale has often been intimidating for the public. Maintaining an approachable, accessible, and relatable brand image is important to the brand's growth. SRAM wanted to develop a video podcast that would help break down barriers between athletes and the public as well as engage in meaningful conversations with their community.
THE APPROACH
As we dived into the project the inspiration for the project became clear. We were all inspired by the conversations we share with others on the bike. Bikes are equalizers. We all have different hills to climb and sprints to finish, but the joy of riding a bike is a near-universal feeling. Perhaps the best thing about riding a bike second to being on the move is riding with a friend. For many of us, bike rides are more than the pain cave. We ride because we want to ride with others. The camaraderie, the conversations, and the community created on bikes are second to none. It’s this time spent with others that allows us to form deep relationships, get to know each other, and further our understanding and appreciation for other humans who enjoy getting on the saddle. What if we designed the show to reflect the conversations had on a group ride with friends? Over the course of a few months, we worked with SRAM to develop the format for the show, name the show, develop the show graphics and motion graphics. We designed the set, hired fabricators to build the set, sourced the tech, and produced a trailer. With David as the host, this series interviews athletes in a remote, side-by-side format, about the change they are creating in the world. The show launched on 11/10/22 with six episodes and a trailer. New episodes are being released weekly on YouTube, Spotify, and Apple. As part of our continued partnership, we are continuing to manage post-production and distribution for SRAM.
IMPACT (1/31/23)
-16 Episodes Published (one every week)
-16,343 Views on YouTube -7,220 Audio Listens
-70,915 Impressions on LinkedIn
DELIVERABLES
-90 Second Video Trailer 30 Second Audio Trailer
-Video and Audio Episodes Published Weekly
-30 Second Social Cut 16x9 and 9x16
-15 Second Social Cut 16x9 and 9x16
-Still Graphics per Episode
“I’ve worked with Cole and the team at Port Side for over a year now and have been super impressed with them. They are smart, fast, authentic, humble, respectful, resourceful, creative, and highly communicative. They are a thorough group that gets it, and does what it takes to get the job done. I’ve literally worked with hundreds of agency’s and creative partners throughout my career, and I can honestly say they are awesome. I would highly encourage you to work with them if you have a project in their wheelhouse. When I first met Cole, the roles were reversed. He invited me to be on HIS podcast. I was his guest. He was so pro, and really made me feel comfortable. His approach, mannerisms, communication and respect were amazing. His curiosity was genuine and intelligent. Fast forward a couple years, and when I had an idea for a podcast, and promotions to support it, there was nobody I was going to turn to but Cole and Port Side. He quickly put together an A-team of insiders and partners to execute and they nailed it. I’m so happy, and stoked to be working with this team. The only mistake you might make is NOT hiring them for something!”
VP of Marketing @ SRAM
Director/Producer: Cole Heilborn
Line Producer: Emily Holland
Graphic Design: David Taylor
Set Design: Victory Ralston
Cinematographer: Spencer Astra
Editors: Liz Astra and Brandon Garcia
Motion Graphics: Natasha Candelaria
Fabrication: Tim Crandall and Bader Art Metal
Equipment Manager: Brian Russell
Let’s get started.
