Cepheid & American Lung Association

Ride Against TB

Sunnyvale, california


 

The Story

The goal of Cepheid's "Ride Against TB" campaign was to raise awareness for tuberculosis (TB) and to benefit the American Lung Association. Cepheid solicited the talents of reality-TV personality, Paul Teutul, Jr. from the hit television show, American Chopper. Renown for his custom motorcycle designs and innovation in design, Cepheid makes a perfect compliment as they are innovative in their industry. Paul Jr. would build a custom Cepheid themed bike that would be revealed at an industry conference in Houston, Texas at which point, would kick off the Ride Against TB campaign--one lucky individual would win Paul's custom bike at the conclusion of the 10-month campaign at a live presentation in New York City. Participants were encouraged to donate to the American Lung Association during the campaign via text while following updates and video features through Facebook.

 
 
 

Our Role

Our primary role was to facilitate the production in Houston, Texas during the kickoff photo/video shoot with the American Lung Association, Cepheid, and Paul Jr., a day prior to the reveal of the bike at an annual industry convention.

For the close of the campaign, our production team facilitated the final production in New York City at Union Square for the presentation of the bike to the winner.

Several social media edits were produced both internally by Cepheid as well as by our team from the footage filmed at the kickoff photo/video shoot in Houston, Texas. The edits featured soundbites to bring awareness of tuberculosis along with the excitement of the custom motorcycle and its features along with a call to action to donate via text during the 10-month campaign. 

 

The Reveal

Deliverables included high-definition video footage of the photo shoot along with filming three interviews with Cepheid’s CEO, American Lung Association Representative, and Paul Teutul, Jr. Editing assistance was also provided for several of the campaign videos in addition to the final video edit featuring the award presentation in New York City.