I Am Specialized
Our passion for filmmaking highlights a bike brand’s passion for riding.
Specialized was having an identity crisis. They had become one of the world’s elite bicycle manufacturers, but as they grew as a corporation they were beginning to lose touch with what made them who they are. Their passion for riding. Sometimes it takes a mirror to remind you who you are. Our cameras became that mirror as we filmed five short-form documentaries based on the designers and engineers who live the brand they make.
Challenges & Solutions
Our client objectives were to bring awareness to Specialized's people and history - while making it feel like you’re along for the ride. Even with a tight timeline and a busy Specialized staff, we managed to capture a new perspective on riding. We utilized documentary style techniques with riding footage. Engineered & built rigs to attach to bikes. Co-ordinated complex schedules with high-end production. Utilized rollerblades and an RC Helicopter with a gyro camera mount, in other words we got our hands really dirty.
I Am Specialized (dot com)
Yup, we made a website too, because while YouTube is great for hosting, we needed a hub to show-off the intricate pieces we ended up making for our friends over at Specialized. The site was created to live within the brand site, and kept a consistent codebase.