French brand Lapierre worked with VIRTUE Worldwide to celebrate 75 years of passion & craft in a cinematic, gripping brand film.
Nothing like Lapierre cyclists & ambassadors to embody best the new philosophy of the brand: Ride Your Next. The anthem film isn't only a birthay celebration but also the revelation of their very first consumer facing tagline, and what it means for the riders who live the brand.
VIRTUE worked hand in hand with french creative production studio Hier Soir TV to bring to life the journey of a road rider (Julien Legendre) obssessed with the next, drawn in parallel of Downhill Champion Nicolas Vouilloz's next, and the brand's obssession to never settle & manufacture the best bike possible.
The film by director Killian Lassablière is VIMEO's staff pick of the month of May 2021.
Client: Accell Group
Role: Freelance Account & Project Manager
Creative agency: Virtue Worldwide
Production agency: Hier Soir
Director: Killian Lassablière / Photographer: Manuel Obadia-Wills
© Julie Cousty 2020
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