Meta’s new campaign tells the story of Team Amani, a group of cyclists from East Africa trying to make their mark on the world of cycling and their use of Meta’s technologies including WhatsApp, Facebook and Instagram to connect and compete on a global scale. And while the team is able to surprise the cycling world and make waves, their elder statesman, Sule Kangangi, still has a bigger dream of the team making it to the sport’s greatest stage. What follows is a future vision of the metaverse where Team Amani has the ability to participate in new ways, access to sponsors, world-class coaches, and the ability to compete anywhere with anyone, and ultimately realize their greatest ambition. This film tells the story of these young cyclists in their journey so far, and imagines a future in which the metaverse helps them level the playing field in real life.

Tragically, Sule lost his life in an accident at a high speed race in Vermont on August 27th, but Team Amani remains committed to realizing his ambitions, describing him as ‘our guiding pole star as we press forward in the realization of his dream’.