Telling the story of a revolutionary technology for high-performance cycling
The evolution of 3D digital printing allowed Fizik to develop a new saddle, free from the limitations imposed by traditional materials. Through video interviews, animated graphics and unique imagery, we created the visual story of Adaptive and helped the company train its sales force remotely.
Training remotely
A unique object. One that needs to be told the right way. Every company knows how important it is for every salesperson to be well-prepared, to properly showcase an extraordinary product. That's why Fizik decided to train its sales staff through videos we produced, explaining in detail the research that led to the creation of Adaptive. Remotely, while overseeing the entire training process.
Graphics and video to tell the story of an object never seen before
To describe the boldness of the Antares Versus Evo 00 Adaptive saddle, we created content for use across multiple channels. Thanks to graphics highlighting the key concepts, the videos showcase the technical aspects of a product tested in the lab and on the road by professional cyclists.
An innovative saddle, an evocative visual language
Thanks to Carbon's Digital Light Synthesis, Fizik created a 3D-printed saddle that adapts to every cyclist, something that had never happened before. The graphic visualization we created describes the variation in the saddle's response across different pressure points: the clarity of the data is paired with a strongly distinctive visual choice.
A content pool always at hand
Animated graphics, expert interviews, studio footage, sequences shot with professional athletes. All the material produced to communicate the new saddle presented by Fizik becomes an archive of content available to the company, to be used on its own website and across all social channels. A quality content pool, to redefine the brand's visual identity.
A champion leading the pack
During the shooting phases we worked with Italian champion Alessandro Ballan. In studio, we artfully soiled a saddle and recreated a suspended night-time setting.
PROJECT CREDITS
Studio Visuale + Fizik core team
For Studio Visuale direction and project management Francesco Pia with Francesco Mansutti
For Fizik Luca Mathia Bertoncello with the valuable support of Giovanni Fogal, Alex Locatelli, Micheal Basso, Gianluca Di Claudio.
The following contributed to the project
Champion Alessandro Ballan and the entire Fizik team.
Crew: Francesco Pia (direction and creative direction), Francesco Mansutti (co-direction), Giovanni Andreotta (director of photography), Alice Musi (editing and graphics), Marta Pulin (graphics), Daniele Balcon (art direction), Andrea Corato (pyrotechnics), Michele Spagnolo (grip), Michelangelo Barbieri (props and water effects), Federico Pelle + Elio Greggio @Basement (field recording and voice-over recording).
Tech equipment: Cinema Rental. Photo studio: Urnato.
