Alexander Rea

Today, Communications Arts has exhbitied the campaign I worked on at The Concept Farm for the Versus Television network.

Cable television network Versus will air wall-to-wall coverage of the 2008 Tour de France July 5–27. On average, fourteen hours of race action per day will celebrate clean competition in one of the most intense and grueling events in all of sports. To promote the event, New York City agency/entertainment group hybrid, The Concept Farm, created a comprehensive, multimedia campaign to champion the riders who compete clean, while providing a platform and a voice to the passionate fan base that supports them. The media push (all based around a single component, the Manifesto) includes three versions of multiple length on-air spots, viral films, several print ads, and a campaign specific Web site to reassure fans that even in the absence of the “celebrity” riders and marquis-name teams, that the soul of the race—and the tradition it was built on—remains.

Robert Singh, art director; Brian Thompson, writer; Tyronne Schaffer, associate creative director interactive; Ray Mendez/Griffin Stenger/Robert Waldner, creative directors; Alexander Rea, interactive director; Johnny Jacques, senior Flash developer; Mike McCall, The Production Farm, producer; Catherine Benedek, The Production Farm editor; APM Music & Beyond Music /Penny Lane Studios, music/sound; The Production Farm, production company; Post Farm, post production; Mark Albertson, account director.