Now more than ever it’s important to get creative with your surroundings.
As a result of Covid-19 restrictions, this campaign – originally conceived as a road trip through Greece starring some of Santa Cruz’s top athletes including Danny MacAskill and Josh Lewis – had to be quickly reimagined. In doing so, we discovered some hidden inhouse talent.
Collaborating remotely, Cut Media proved that a dynamic, creative team can deliver big work, fast – even when faced with a global pandemic. The film, featuring a miniature replica model of the Santa Cruz 5010 bicycle, celebrates the product’s unique technical capabilities and versatility with considered, authentic nods to several Santa Cruz athletes’ riding styles and personalities.
Set to Megablast by 90’s dance music legends Bomb the Bass, the end result is a product launch campaign like no other that will leave you smiling and wanting to get out and ride your bike.