Rapha: Riding is the Answer by Mother Los Angeles

UK-based cycling lifestyle and apparel company Rapha is looking west with its latest campaign, ‘Riding is the Answer,’ which promotes the camaraderie of cycling in Los Angeles.

The campaign, by Mother in Los Angeles, represents the company’s first work with an external creative agency. In a 99-second short film, we follow a cyclist who is dealing with the daily ills of city life, pedaling through the urban landscape while garbagemen, traffic and commerce bombard his being. As he weaves through cars, he then stops at a street corner and meets a handful of cycling friends. That’s when the sense of community pops in, smiles covering the cyclists’ faces as they socialize while riding, then climb hills and escape the urban grind to overlook the beauty of the skyline from atop a picturesque summit.

The campaign will run across social channels, including YouTube, Facebook and Instagram, with a focus on the US and German markets. It will also appear in all of Rapha’s brick and mortar stores – known as Clubhouses – around the world.