Lord Cycles Brand Campaign Film
An atmospheric launch film celebrating the craft behind the ‘Adventure Collection’, the first by Lord Cycles
Lord Cycles specialise in beautifully crafted, made to measure steel frames, with each frame completely unique to the clients personal specification. At the beginning of ‘22, we collaborated with them to create the launch video for their Adventure Collection; a range of road, gravel and bikepacking framesets inspired by the beautiful riding, environments and experiences found throughout Wales. Illustrating the full creative process from start to finish; from measuring & design, through to build & assembly, showing the beautiful craftsmanship of a Lord bicycle, but also how fun it is to ride! We suggested a series of 3 films, one for each frameset, showcasing the varied capabilities of each bike, allowing us to give adequate time to show the artistry that goes into each one of the framesets.
The first film is the launch for the Antur, an all-road gravel bike that is the perfect 2 wheeled companion for multi day off-road adventures. The film was featured on The Radavist, the holy grail of adventure cycling culture, so not a bad start to the series! Celebrating the variety of skill involved throughout the entire process; from product design at the start, metal fabrication & engineering during the build and mechanics during the assembly. We shot the film over a period of months, to reflect the process of creating a bespoke, made-to-measure bicycle itself. It was important for us to show the journey of a single bike; from the very first technical drawings, through to the build, all the way to its maiden voyage - the beautiful, bright, white paint work splattered in prime Welsh dirt within minutes. Just how it should be.
We combined beautiful slow-mo macro shots of metalwork taking place in the Lord Cycles workshop, alongside swooping drone footage of the fully finished bike careering through the wild Welsh landscapes, displaying the craftsmanship in all its glory. Filming everything in the Cardiff workshop, or just a short bicycle ride outside of it, in the unique post-industrial South Wales valleys these bikes were built for. We’re super excited to film the next 2 films in this series.
