Synopsis

The Perfect Lap tells the story of renowned mountain biker Matty Miles’ journey to enlightenment. Highlighting the golden age of mountain biking, it weaves a narrative through two periods of time around Matt’s reconciliation with an old friend and the discovery of his long-lost bike after more than forty years of self-isolation.

Client

Specialized

The Perfect Lap resulted from a long and creatively fruitful collaboration with the mountain bike brand Specialized.

When Specialized asked us to develop campaign and product launch ideas in 2018, the mountain bike advertising space was oversaturated with claims about race-winning bikes and action footage, and the audience had stopped caring.

We identified a need for a new narrative that recognized a generation of mountain bikers who were more interested in the experience than just racing to win. To humanize the brand, we created product launch films infused with cinematic storytelling, subtext and humor.

The Perfect Lap perfectly embodies our collaboration with Specialized, resonating with the audience, winning awards, and becoming recognized outside the mountain bike industry with write-ups in publications.

Read more about how we work with our clients.

Impact

The Perfect Lap greatly impacted the mountain bike space and beyond. YouTube and social media engagement spiked almost immediately after the ads and campaign film were released.

The film garnered write-ups on several outdoor-related websites, and earned Sabertooth an interview on Pinkbike, the premier mountain bike website.

A snapshot of Matty Miles riding his bike shot by the photographer Harookz even turned into a global meme that only brought more attention to the film and Stumpjumper Evo, the product featured in the ad.

Awards

Clio Awards: 1 x gold for best picture