21|12
How many stages of the Tour de France could James Golding ride in twelve days for Great Ormond Street Hospital Charity? The answer was seventeen, filmed from the road all the way.
One question. Twelve days.
“The man who refused to die.”
Red Bull, on James Golding
Two cancer diagnoses, told he would never walk again, and since then a world record holder. The films never had to sell the story. They only had to be honest about the day.
The professionals ride the Tour de France across three weeks, with two rest days built in. 21|12 asked a simpler question: given twelve days and no rest days at all, how far into that route could one rider get?
James set out from Barcelona on the morning of stage one and rode the route consecutively. The Pyrenees. The heat. The Massif Central. The Vosges. The Alps. He reached the end of stage seventeen. Nothing skipped, nothing cherry-picked.
Every kilometre was for Great Ormond Street Hospital Charity. Not a badge on the jersey, the reason the ride existed, and that shaped every piece of content that came off the road. Dean Downing rode alongside on selected days, joining for 50 to 60 km at a time.
There is unfinished business here. Those last stages are still out there.
Cut in the camper. Live by midnight.
There was no edit suite. There was a campervan. Footage was ingested and cut between stages, finished in whatever hotel room we reached that night, and live before the next morning's start.
Twelve days with no rest days leaves no catch-up time. So every shot was taken with the edit already in mind, and the format rotated so the series never blurred: hype cuts for the bookend days, a slower cinematic grade for the days that earned it, raw POV for the long flat grind.
- 01
Daily recap reels
Eight vertical films across twelve days, each built to a locked six-beat structure.
- 02
The final reel
The closing film, with James and Dean summing up once the riding was done.
- 03
Daily photography
Edited stills from the road for social, press and GOSH fundraising.
- 04
Cut on the move
Assembled in the campervan between stages, finished in the hotel that night.
- 05
Vertical first
Framed and graded for phones from the start, not cropped down afterwards.
- 06
GOSH throughout
The fundraising ask built into every cut, not bolted on at the end.
Shot by day. Cut by night.
The final reel plus four of the eight daily films. Tap to play.
Swipe for more →
Seventeen stages. No rest days.
The professionals ride these stages across three weeks with two rest days. James did it in twelve consecutive days.
The height of Everest, four and a half times over.
Total ascent vs 8,849 m
40,000 m climbed in twelve days. Each mark is one full ascent of Everest.
Eight films cut on the road while the fund was still open. Instagram rated the campaign High Performing, and the number that matters most is the last one.
From the mountains
Tap any frame to open it full size.
The fund is still open
James rode for the children and families at GOSH, the ones facing their own mountains every day with no finish line in sight. Every donation still goes to them.
Got a ride, a race or an expedition?
Filmed, cut and delivered on the road, so the story goes out while people are still watching. Three priced options within 24 hours.