The projects we all get the most excited/stoked/proud about at Cut Media are the ones where; from pitching our concept to hitting the upload button, we've been trusted with full control of the creative process and production. We get to start with a blank canvas, develop our ideas, shoot the scenes and then work all the edit and post right here at Cut Media HQ. The launch film for Cervelo's new R-Series is the perfect example.
We were given the brief by Cervelo to develop a concept for the launch film of their new classic range, the R-Series. The brief was reasonably loose, based on including their primary race team Dimension Data, some event footage from the Paris Roubaix classic race and also their tagline 'Till the End'.... Other than that it was all ours!
The idea of a poetic voiceover piece based around the bike was dreamt up around the table in our studio. We then set out to plan and shoot road cycling pieces that would capture everything that the sport, and the classic racing season, mean to both riders and fans. The romance, the heritage, the extreme physical and mental efforts, the culture and camaraderie, the heightened emotions... you name it, we wanted to create a film that showed it all!
Filmed in the Dolomite mountains in Italy, at the Paris Roubaix and at home here in Scotland, it's fair to say we're really proud of the results. Big thanks to everyone who got involved, particularly the Dimension Data team and our additional riders John Archibald, Rob Friel, Jason Roberts, Charline Joiner and Rab Wardell who are all local Scottish riders and graciously and generously put themselves through a bit of pain for the cameras.
So while we all hope you love the film... It's probably worth noting that having one sat in our studio through the duration of filming resulted in a call to Cervelo, a payment and it's now in my garage instead... The R series bikes are AWESOME! :)