Our latest project with Santa Cruz Bicycles was somewhat different to our previous work. This time around the brief was to capture Danny MacAskill doing everything in his power to destroy their latest product, the Reserve carbon fibre wheels.
The current trend in cycling for wheel testing is 'high-tech', jargon-filled marketing. Santa Cruz were keen to capture a real world example of how strong their wheels are, and who better to test than Mr Huck-To-Square-Edge MacAskill himself! With Danny's limited availability, and our own busy schedule, we left the studio to the streets spots of Glasgow with a stripped back crew, and the aim of discovering what it takes to break these wheels.
We captured all of the action in one day and we are delighted with the final product. The rough and ready 'vlog' style film captures Danny's personality perfectly, as well as his shock and surprise to the abuse that these wheels withstood. The icing on the cake was how well the film was received by all of you. Not only has the film been viewed over 1.8 million times in less than 2 weeks, it was trending 3rd most popular film on YouTube shortly after it was uploaded.
If you haven't seen the film then check it out below and find out what all the fuss is about.