Mates of the Wolfpack

Maes 0,0 %

                                              ✔︎ Digital Storytelling
                                              ✔︎ Content Creation


Due to the previous work for Deceuninck - Quick-Step Cycling Team, we came into contact with Maes Pils and Famous Grey. They reached out to us in order to join forces because of our good contacts in the world of sports and our expertise in social media content creation. In cooperation with Famous Grey, we ended up with the idea to highlight the Maes 0,0% sponsorship by means of a mini-series, following the team and their riders around during training camp and in the spring classics. The focus during these videos was to bring the ambition, friendship, closeness and companionship of The Wolfpack to the fans.

Since fans are turning to social media to keep up with their favorite athletes and teams, sponsors need to be there too. Today’s sponsorships are digitally powered and designed to create more informed and engaged fans. Because video is a versatile and engaging content format that gives fans a real-life picture of what is going on, YouTube ended up as the preferred platform. The collaboration resulted in four episodes in which Maes Pils reached out to a younger target group and took advantage of the chosen strategy to drive deeper engagement and provide fans with unique stories.

Every brand fights for people’s attention through the use of content and entertainment properties, so it is challenging to create and produce video that is genuinely worth watching. It’s not a small ask. It demands dedication, expertise, but equally some self-criticism in a team that enjoys every part of the creative journey. Sporthouse Group has been a terrific partner across every part of the creative production process, supporting creative and production teams at FamousGrey with expert advice and valuable skill. We chose a partner to make a difference. Sporthouse Group delivered beyond our expectations.
- Maud Dedecker, Producer at FamousGrey.

The focus in the four episodes was of course on the riders of the Deceuninck - Quick-Step Pro Cycling Team and in particular on the main characters within “The Wolfpack”. We particularly chose to work around riders with a touching story: Remco Evenepoel, Philippe Gilbert, Julian Alaphilippe and Yves Lampaert/Tim Declercq. This is how each video circled around one person, but included the whole team, highlighting the friendship and the strong bond between riders and staff. By choosing different points of view for filming (from the team car, during training camp in Calpé, in the hotel during races, on training days, …) we managed to create authentic, behind the scenes video content.

Take a look at these impressive numbers (and they're still counting) on YouTube:

➤  Episode #1: Remco Evenepoel - 849.000 views
➤  Episode #2: Philippe Gilbert - 492.000 views
➤  Episode #3: Julian Alaphilippe - 114.000 views
➤  Episode #4: Yves Lampaert & Tim Declercq - 112.000 views