Rapha Rides Amgen
It's cool to hate on Rapha, purveyors of very nice, very expensive cycling apparel. Yes, the marketing bon mots they fling from Portlandia are, occasionally, over the top. But, damn, other times their brand message is so inspired that it makes me want to hop on a bike -- but not before picking up their latest jersey.
This campaign, by DropTree productions, is one of those times:
2011 Tour of California — Intro from RAPHA on Vimeo.
2011 Tour of California — Stage 2 from RAPHA on Vimeo.
2011 Tour of California — Stage 4 from RAPHA on Vimeo.
2011 Tour of California — Stage 5 from RAPHA on Vimeo.
2011 Tour of California — Stage 7 from RAPHA on Vimeo.
I'd love for our show videos to someday be half that good.
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