For REI's Spring Cycling campaign, we produced a cool video story called "The Cycle", which features three heroes going through their daily routine, sharing the same bike as they get things done in a fun way. At key points in their journey, a lower-third overlay featuring products they were using would pop-up and give viewers the chance to learn more about them. The video was featured on REI's new brand channel on YouTube, as well as rich media banners around the web.

Update: 2010 Addy Award winner - Interactive Campaign

REI The Cycle from Toby Past on Vimeo.