Assos of Switzerland MTB
Unnatural By Nature
ASSOS of Switzerland engineers cycling apparel for the demands of elite performance, with a focus on precision, comfort, and freedom of movement. For the launch of its MTB range, ASSOS partnered with Bolder and Identity Design, to create a film that brought live action and CGI together within a cohesive visual language.
Movement, Comfort, and Protection
The campaign, Unnatural By Nature, set the tone for our creative direction: surreal, visceral, rooted in the natural environment but pushed beyond it. Structured around three product pillars (Movement, Comfort, and Protection), the sequence puts you close to the action, shifting pace and terrain to reflect the qualities of each.
Environmental references inspired CGI scenes
We designed close-up shots using bike-mounted rigs within a shallow depth of field, creating a natural synergy with the CGI scenes. Drawing from the live action footage, we emulated the forest atmosphere with macro details of fantastical simulations and texturing.
Behind the Scenes
Long lenses tracked the rider through the trees, while handheld work brought a fast, searching energy. A gyro-stabilised RC rig pulled smooth, close-quarters tracking between the trunks.
Lightweight LED rigs gave the DoP room to shift lenses and exposure, pushing motion blur to heighten the sense of speed and direction.
CGI development
The CGI scenes take direct cues from the live-action footage and location references, abstracting the natural details of the forest to express the functional qualities of the apparel. Where the live action captures the ride itself, the CGI moves beneath the surface – translating terrain and motion into something more graphic, more deliberate, and more sharply focused on the product.
We captured audio in real time on location – at ground level, on board with the rider, and as ambient atmospherics – to build a visceral foundation for the soundscape. Layered with a driving, rhythm-based soundtrack inspired by the mechanics of cycling, the audio reinforces the film's intensity without ever overriding its naturalistic core.
Location scouting
During location scouting, we captured extensive environmental reference imagery that went on to inform and inspire the animated CGI scenes. The textures, structures, lighting conditions, and subtle natural details of the site gave our research greater depth and authenticity, providing a visual foundation that we could then abstract and bring to life in service of the product story.
A look at our process
Credits
- CLIENT
- Assos of Switzerland
- AGENCY
- Identity Design
- PRODUCTION
- Bolder
- CGI ARTISTS
- Ryno Eksteen, Peter Richards, Chris Cook, The Dink
- PRODUCER
- Sophia Lengui
- CREATIVE DIRECTOR
- Dave Farquharson
- SHOOT DIRECTOR
- Kenny McKraken
- DoP
- Thomas English
- 1st AD
- Steve Wingrove
- Focus Puller
- Rob Hawkins
- Agito Operators
- James Woodbridge, James David
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