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For REI's Spring Cycling campaign, we produced a story called "The Cycle", which features three heroes sharing the same bike as they go through their daily routine, get things done and having fun. Through the story, a lower-third overlay featuring products they were using would pop-up and give viewers the chance to learn more about them or go and purchase them. Another innovative first blending video and e-commerce in digital storytelling, well before others were doing it.