Winter riding: a series of short tips
One video, one idea, one afternoon: a tip series one person shoots with one camera.
See and be seen: how to ride safer this winter
The brief
A series of short videos with one of the country's best amateur riders: what to take on the bike in winter, and why. Five things, five reasons, five separate episodes.
What was at stake
A rider who gives advice builds the standing that brand partnerships later rest on. For that to work, the advice has to be specific, and the video has to look like it came from somebody who really rides, instead of a filmed advert for accessories.
The constraint
The whole thing rests on the speaker. There's no action holding attention by itself and no music to rescue it: there's a person, the cold and a bike. If one idea doesn't land before the thumb moves on, the video gets no second chance.
How it was shot and cut
We filmed where the rides actually start, in what people actually wear, and showed every item mounted on the bike instead of held in a hand.
One video, one thing
Five tips in one video means the viewer remembers none of them. Five videos of one tip each means five reasons to come back.
Detail instead of description
When the subject is the rear light, the camera is at the rear light. The hand holding it says more than a sentence about its output.
Captions carry the rhythm
Text arrives two or three words at a time, in the tempo of the speech. That helps muted viewing, and it also gives spoken delivery a way to land emphasis that would otherwise pass unnoticed.
Frames from the film
Click any frame to open it full screen.
The rider has a series one person shot in one afternoon that looks like production work, plus a format he can keep going himself.
CreditsConcept, camera and edit: Kirill · Rider: Petr Fiala