We were approached by Rapha to help them launch their first range of mountain bike clothing - Rapha Performance Trailwear. We were asked to create three short films that expressed a duality between technical, performance-based themes and the natural environments in which they occur. Our aim was to communicate in a way that resonated with seasoned veterans of the mountain biking scene as well as a broader audience that is perhaps new to the sport.
We used the new Rapha MTB logo as the protagonist for each film, creating 3 separate interpretations of it to exist within 3 different natural environments - Forest, Desert and Rocky.
Our hope was that through these abstract, sometimes surreal visual devices, we would help to establish a fresh perspective for Rapha MTB from the very beginning of their new adventure.