French brand Lapierre worked with VIRTUE Worldwide to celebrate 75 years of passion & craft in a cinematic, gripping brand film.
The anthem film isn't only a birthday celebration but also the revelation of their very first consumer facing tagline,'Ride Your Next' and what it means for the riders who live the brand.
VIRTUE worked hand in hand with french production studio Hier Soir to bring to life the journey of a road rider (Julien Legendre) obssessed with the next, drawn in parallel to Downhill Champion Nicolas Vouilloz, and the brand's obssession to never settle & manufacture the best bikes.
The film by director Killian Lassablière was VIMEO's staff pick of May 2021. It has been nominated for 'Craft' both at the Endorphina Awards and the Berlin Commercial Festival 2022.
Client: Accell Group
Role: Account & Project Manager
Creative agency: Virtue Worldwide
Production agency: Hier Soir
Director: Killian Lassablière / Photographer: Manuel Obadia-Wills
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