Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out.
Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market.
Stevan Musulin, co-founder of Attaquer, said launching the new range required a production partner with an ‘outside the box’ mindset, which is why he chose SPLINTR.
“We’re a high-end cycling brand that draws a lot of our inspiration from areas outside of cycling, such as the arts, culture, fashion, music and sport, so we needed a production partner that creates imaginative work with heart that aligns with the attitude and style of Attaquer
“It was great seeing the guys working together, from creating the animation for projections, shooting stills for our guerrilla marketing campaign and website, directing, editing, and sound design.”
SPLINTR’s Luke Farquhar said: “We wanted to break all the stereotypes of cycling branding and make a more fashion-forward campaign, but we also needed to excite the classic athletic cyclist.
“We began referencing a lot of in-camera approaches, erratic styles of filmmaking and kept it darker than the average cycling branding piece.”
The campaign, that can currently be seen around every city in Australia, features four vignettes, a teaser and the final film.
SPLINTR also created a street campaign with bill posters appearing in Sydney, Melbourne, Taiwan, Paris, LA, and London. In another off-centre choice for cycling, SPLINTR convinced UK band The KVB to license their track Always Then for use in the film.
CREDITS
Client: Attaquer
Production: SPLINTR
Producer: Louise Terley
Designers/directors: Luke Farquhar and Gavain Browne
Director of production: Brett Brown
Editor and and sound designer: Luke Farquhar
Projection animation: Matt White
Colour: Matt Fezz
Stills photography: Gavain Browne
