Venerable French bike brand Lapierre celebrates 75 years with a series of striking CG films by Brighton’s own Bolder Creative showcasing the three limited edition models released for the anniversary.

From Bolder Creative: “Working with agency Harriman Steel, we created sequences where the beautifully designed bikes stand in an empty, abstracted, gallery space being brought to life by waves of intricate particles, generating pace, drama and a sophisticated trail of motion.

“Each bike – Road, Cross Country, and E-bike were modeled from the ground up, being textured and lit to display every detail in atmospheric richness.

“A specific pallet of particles was designed to represent the different qualities, characters, attitudes and terrains of each bike. Dynamic camera moves orbit around the bikes with unique movements and varying levels of aggression for each bike’s style, picking out design features and flowing along with the exclusive audio track by Ninja Tune artist Slugabed.​​​​​​​

“Our initial agency brief was beautifully simple in its concept and environment/scene set-up, which left a fantastic opportunity for the team to focus on crafting the bespoke palette of elements to represent the characteristics of each bike.”
 

 
Client: Lapierre

Agency: Harriman Steel
CD: David Farquharson
AD: Simon Graham
Motion design: Arran Bish, Callum Round

Production: Bolder Creative
Director: Bolder Creative
Houdini: Simas Gineika

Audio: Slugabed