Princess Margaret: Ride for the Cure
Our Role
Rather than starting with the Ride, we started with the person.
We developed the creative around an intimate documentary approach, following one family's experience with cancer and the personal motivation that brought them to the event.
The idea was simple: if we could make people care about why someone rides, the Ride itself would mean more when we finally got there.
So we built the film from the inside out.
Personal interviews and quieter observational moments established the story. Training and preparation began to widen the world. And eventually, the scale, energy and community of the Ride became the emotional payoff.
Instead of making an event promo about cycling, we made a human story about what gives people a reason to ride.
The Challenge
Princess Margaret came to us with a goal, but not a creative.
They wanted a film to promote the following year's Ride to Conquer Cancer, built around someone with a meaningful connection to the event.
The ingredients were there.
Our job was to find the story.
The Result
The final film turned a loose brief into an emotional invitation to participate.
The Ride was still the destination, but the people behind it became the reason to care.
By developing the creative and production together from the beginning, we were able to turn a straightforward promotional assignment into something more personal, cinematic and emotionally resonant.