Fizik - Video content creation
Adaptive. Stabilità. Argo. What do these three names have in common? Concepts is an interdisciplinary collaboration between industry experts and academics that puts Fizik at the forefront of cycling innovation and design. To tell the story of the Adaptive, Stabilità and Argo research products, we worked alongside the brand to define an identity-driven visual language.
A deep, layered story.
How do you tell, in detail, the story of three products designed to improve cyclists' lives? We found ourselves among scientific labs and technicians, witnessed all sorts of athletic tests, and interviewed top experts. Two guiding concepts drove our story: attention to design and an obsession with performance.
From real to virtual.
To differentiate ourselves from the increasingly common hyper-realistic, auto-generated images, we chose to use still-life shots of real products filmed in studio combined with 3D animations. With flash lighting and highly graphic framing, we achieved a lo-fi / hi-fi look. This allowed us to emphasize performance and explain in detail what's invisible to the naked eye.
People behind things
We involved all of Fizik's technicians, who know well the design and production phases of the products, in the explanation. Each of them, with their necessary input, was able to guide us through the story, step by step, or rather, pedal stroke after pedal stroke.
Adaptive
A video explaining the secrets of 3D printing.
Watch the video here or click here for the dedicated project page.
Stabilita
What's behind the shoe that won the Tour de France?
Argo
The saddle suited for every situation.
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, Phil Burt, 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.
