Birth of a bike

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A while back on one of our many “on-bike meetings”, we conceived the idea to capture how a bike goes from raw material in our factory to a finished and refined product cruising down the tarmac underneath the rider.

But to do it right, we needed to shoot the video with no planning or advance notice to our family of employees in the factory. No staged footage. No storyboarding or “Can you set up this scene?”, or “Can you do that again for me?” staged nonsense. The result would be a true snapshot of what happens in our factory every single day.