With the resurgence of cycling in recent years, Evans Cycles have been running organised rides all over the UK for several years. Having already worked with them on a huge online tutorial series, the client asked me to make promotional films for their Ride It events.
We shot over two weekends in and around the Surrey and Sussex countryside; covering around 150 miles of cycle routes, on and off road. From early morning registration to late afternoon exhaustion, the films give a true picture of what these rides are like – fun/gruelling/masochistic, depending on your point of view – and helped their popularity grow.
Produced specifically for Evans’ YouTube channel, the Sportive footage was also used by Eurosport to cut a 30″ TV spot which ran during the Tour de France.
Role: Self-shooting PD and Editor.