FOR SANTA CRUZ BICYCLES
Direction and shoot
5min parody music video
Online social cuts
THERE’S SOMETHING IN OUR AISLES
How do you celebrate your amazing staff and launch a new bike all at once? When working for a leading MTB brand like Santa Cruz, notorious for always doing something different, we knew this was going to be one hell of a ride.
The brief? Create a music video spoof of the 1983 Culture Club hit record “Karma Chameleon” to launch the brand-new Santa Cruz Carbon Chameleon.
Set inside the Santa Cruz factory and using all true Santa Cruz Bicycles employees, the aim was to highlight the real humans behind the brand and who make riding the awesome Santa Cruz Bicycles possible. Working under one roof, the staff design, test, assemble and ship the bikes themselves and the film was a celebration of their hard work and ethos just as much as it was a launch film for the Carbon Chameleon.
Read the blog on how we did it HERE.