Red Hook Crit

Rockstar Games

A cycle race with a difference. Brakeless track bikes. An extremely fast, technical circuit. More overtaking, drama and wheel-to-wheel thrills than any other bike event.

Pioneered in Brooklyn in 2008, the Crit’s London event took place in July 2015. With open registration, all cyclists could race against some of the world’s most talented riders. Presented by iconic gaming software publisher, Rockstar Games, the intention was to launch London’s Red Hook Crit with real standout through it’s unique approach to competitive cycling.

We knew the real magic would come from live footage of the experience itself. So we connected with major broadcasters and reframed the visceral experience, edited beautifully, to let it tell its own story.

Through this – and range of creative tactics – we ensured people showed up in their thousands for the inaugural London event. We made the debut unmissable – but ensured those that did miss it knew all about. See you next summer…