Synopsis

“Flight Attendant 2.0” is a product information film focused on the added advantages of the RockShox Flight Attendant suspension technology update. Instead of adopting a sit-down interview, the standard format for suspension tech product films, “Flight Attendant 2.0” casts actor Zac Titus as a RockShox engineer walking the viewer through the new features.

The film doubles down on the actor’s natural charm, energy and relatability to fully bring home Flight Attendant’s updated advantages to the viewer. Paired with motion graphics created in collaboration with RockShox's internal art direction team, Zac’s easy-to-grasp product breakdown inspires a wider mountain bike audience to try out Flight Attendant 2.0 and become the fastest versions of themselves.

Client

RockShox

RockShox is a venerable mountain bike brand and one of the best shock developers in the business. They hired Sabertooth for guidance on product launches, from creative strategy to ad and branded content production. Much of RockShox's downstream internal campaign work comes from Sabertooth scripts. 

For the “Flight Attendant 2.0” film, Sabertooth carried the project from concept and strategy development to final delivery.

Read more about how we work with our clients.

Impact

The film launched successfully and accomplished our ambition to shift the conversation from price to features. Large parts of the script work trickled down to the website and social media copy and became a roadmap for RockShox’s approach to copy and storytelling.