REDISCOVERING CYCLING: BEHIND THE SCENES OF OUR LATEST CAMPAIGN
CYCLING, CHAOS, AND CREATIVITY: BEHIND THE SCENES OF OUR LATEST CAMPAIGN
Behind every polished campaign lies a mountain of challenges—and ours was no exception. Over four intense days, we faced unexpected setbacks, improvised solutions, and moments of pure chaos. Here’s a look at what really went down.
DAY 1: A RACE AGAINST TIME
The first day set the tone for the whirlwind to come. With only a few hours of daylight (sunset by 18:00), we had three locations to shoot—and a last-minute errand to pick up a live duck named Johnathan for one of the shots. Reserving him was the easy part; collecting him on our route shaved two crucial hours off our schedule.
As if that wasn’t enough, our van’s doors jammed, locking away vital props. The only solution? Cutting through its interior walls to retrieve our gear. By the time everything was sorted, we’d lost hours of precious daylight.
To add to the madness, one of our meticulously scouted locations—an unparalleled gem in Latvia—was technically off-limits. Despite being turned away during our initial visit, we took a calculated risk to capture just 15 minutes of footage. The results? Worth every second.
DAY 2: THE TENT THAT NEVER WAS
The day started with near disaster—almost getting into a car accident en route to the studio. A reckless driver ignored every rule in the book, leaving us shaken but determined to press on.
In the studio, models began their fittings while we prepared for the next big creative element: an inflatable tent as a centerpiece. But disaster struck when we discovered the rental company had scammed us—providing false information about a critical gas cylinder required to set it up. With the tent unusable, we scrambled to find an alternative.
The clock was ticking, and we had no choice but to get creative. Without the tent, we had to quickly improvise. Ideas flew, and we experimented with various props and setups, ultimately transforming the space into something unexpected. It was a moment of pure innovation under pressure, as we embraced the challenge and created a new, even more dynamic scene. Sometimes, the best shots come from the most unexpected situations!
DAY 3: INJURIES AND CREATIVE COMPROMISES
The third day was supposed to be straightforward, but it started with a personal twist—I (Sandis) sprained my ankle descending the stairs from our cabin. The swelling doubled the size of my foot, and I relied on painkillers to keep moving.
This was also our scheduled "adventure day," designed to capture the campaign’s most dynamic visuals. While the weather forecast looked bleak, we managed to capture 10% of the planned shots on the first day.
DAY 4: FINDING CALM IN CHAOS
Luckily, the sun came through the next morning, allowing us to finish the remaining 90% of the shots and bring the adventure to life as planned. The final day felt like a well-deserved exhale after the chaos of the previous three. While the weather remained unpredictable, we finally found a rhythm, capturing the relaxed yet adventurous vibe of modern cycling.
Despite the challenges, from missing daylight to makeshift problem-solving, the campaign came together beautifully.
DAY 5: A GRAND FINALE
The fifth and final day was a smooth close to an otherwise chaotic week. We transitioned to an airplane hangar to capture stunning visuals of a car paired with the bicycles. The industrial backdrop provided a striking contrast, wrapping up the campaign with a bold and polished aesthetic.
WHAT WE LEARNED
From sprained ankles to rogue ducks, this project tested every ounce of creativity and adaptability we had. But as unpredictable as it was, these moments of chaos brought out the best in our team, pushing us to create a campaign that celebrates not just cycling but the unpredictable adventures that come with it.
A huge thank you to my team – none of this would have been possible without you!
