A new era of American cycling
Client: NCL Racing
Year: 2022
Role: Freelance Copywriter
Deliverables: Storyboarding for NCL Racing brand launch
The National Cycling League (NCL) had a lofty goal: reinvent pro cycling in the U.S. with a coed, team-based format, city circuits designed for fans, and real-time stats that bring the action to life.
I helped set the tone by writing the brand manifesto, and by scripting and storyboarding the launch video spots that introduced this vision to the world. I was asked to incorporate the brand’s existing tagline, “Don’t Blink,” into one of the two storyboards—and to create a manifesto that would showcase the league’s efforts to revolutionize the sport by prioritizing gender equity and pay parity.
Brand Manifesto
The Manifesto: Revolutions Per Minute
If it’s not working, build something better.
If it breaks you down, start from the ground up.
If it seems impossible, thank the universe for the challenge.
We welcome the long stretch of road before us.
We’ve learned to respect the ups and downs,
To hug the curves and attack the hills,
Until we reach the heights of our potential.
At NCL Racing, every ride is a revolution,
A revolt against what always was,
A testimony to the limitlessness of human courage.
Because we’re not here for what’s easy.
We’re here to break ceilings, to diversify the game—
And to create new pathways and possibilities for the generations to come.
We’re here to build a league that reflects the full potential of our global community.
We’re here to create new heroes, to write the greatest stories of our generation—
And to witness era-defining feats of human strength.
We’re here for the revolutions per minute.
Scriptwriting & Storyboarding
