The New Santa Cruz Bicycles 5010 | Get Creative With Your Surroundings

Agency Network: 
June 2020


Santa Cruz Bicycles launched the 5010, their new do-it-all mountain bike today, and celebrated in a launch campaign created and produced by Cut Media. The campaign, originally planned as a road trip through Greece starring some of Santa Cruz’s top athletes including Danny MacAskill and Josh Lewis, was reimagined as a result of the Covid 19 lockdown to become a project realised by two brothers and a toy bike in a back garden in Glasgow, Scotland. Cut Media have shown again that a small, creative team can deliver big work, fast - even when faced with a global pandemic. Their film, featuring a miniature replica model of the 5010 bicycle, celebrates the product’s unique technical capabilities and versatility, whilst also making considered and authentic nods to several Santa Cruz athletes’ riding styles and personalities. Whilst in the midst of the global Covid 19 Pandemic and lockdown, Cut Media inhouse creative Jonny Ashworth designed and created the props and sets in his back garden. He then filmed the project along with his brother Andy Ashworth all while the rest of the creative, production and edit team worked remotely to help realise the campaign. Featuring bespoke sound design and a backing track by 90’s dance music legends, Bomb the Bass, the end result is a product launch campaign like nothing ever seen before. In addition to the 2 minute film, Cut Media has also created a suite of shorter platform specific edits and stills images to run across web and social media channels.. Scott Marshal, Creative Director at Cut Media Said: “The playful creativity and versatility of the 5010 bike has been at the heart of this project from the very beginning. What started as a film focused around athletes quickly turned into something far more ambitious. Through the difficulties of the pandemic we challenged ourselves to find the creative positives and rose to the occasion- making a film that had us hand-crafting bikes, props and sets to create an adventurous and heart-warming film that will keep viewers watching time and time again.” Will Ockelton, Chief Marketing Officer at Santa Cruz Bicycles, said: “What started off as a punchy riding feature in an exotic location, ended up in a Glaswegian back garden. And all the better for it. The pandemic forced everyone to suddenly rethink their strategy. Cut Media’s ability to swiftly react to the continually changing situation and pull this concept and execution together rescued the entire launch from Zoom-meeting obscurity. And thanks to the dexterity of the lead rider/hand, we still got an exotic looking riding piece that is mind-blowingly watchable for bike and non-bike fans alike!

Film advertisement created by Cut Media, United Kingdom for Santa Cruz Bicycles, within the categories: Recreation, Leisure, Sports.

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