PLENITUDE - LA VUELTA CICLISTA
MEDIA INNOVATION & BRANDED CONTENT
As the official sponsor of La Vuelta a España, the challenge for Plenitude was to give visibility to its sponsorship while authentically highlighting the value of rural environments along the race route. Cycling is powered not only by physical effort, but by the energy and support of the towns that surround it. That shared energy became the natural intersection.
We captured the energy each town transmitted to the cyclists in real time and turned it into documentary storytelling. The voices, presence and collective support of rural communities became the narrative core of the project, positioning them as an essential source of energy for the race.
