After the success of the "Take Back The Tour" campaign, Versus asked us to rebrand their coverage of the entire season the following year.
Lance Armstrong's return from retirement set the stage for a dramatic season.
So we portrayed riders as the cast of the drama on the Versus site and in a series of spots.
Branded jerseys were given away throughout the season.
The campaign culminated with The Tour De France.
We also produced a graphic novel following the biggest story lines throughout the season.
Episodes were released on the site and packaged as on-demand broadcast content.
