Concept
Practise what you preach. We decided to do all the dynamic shots from a Family model Urban Arrow. We did elaborate tests and planned the shots so that we had a nice mixture of stylised yet realistic shots.
Different edits
Besides 4 individual 30 second videos of each model, we also produced a 60 second version of all 4 bikes. To separate them we added contrast in direction, camera-style, actor and wardrobe.
Behind the scenes
The entire series
Tender
Family
Shorty
Cargo
Urban Arrow
Urban Arrow approached me to pitch them an idea for a commercial for their line of cargo bikes. My pitch: as the company sees the car as their main competitor, we have to study that visual language and translate that to the bike. Making a point that the bike (in an urban environment) is just as good. To prove our point we would shoot the entire commercial from one of their bikes.
ClientUrban ArrowLinkwww.urbanarrow.com