Rapha: Riding is the Answer by Mother Los Angeles

Client: Rapha
Date: Jun 2018
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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.

Credits

Agency: Mother in Los Angeles

Client: Rapha

Director: Max Weiland

Producer: Jess Feurst

Line Producer: Dominique Deleon

DOP: Jackson Hunt

Rock Paper Scissors

Editor: Biff Butler

Assistant Editor: Alyssa Oh

Producer: Rebecca Baker

Head of Production: Shada Shariatzadeh

Executive Producer: Rana Martin

VFX: A52

Color: Paul Yacono

Color Assist: Corey Martinez

Online: Dan Ellis, Gabe Sanchez

VFX: Dan Ellis, Matt Sousa

VFX Producer: Jenny Bright

Executive Producer: Kim Christensen

Managing Director: Jennifer Sofio Hall

Lime Studios

Sound Design & Mixer: Rohan Young

Assistant Mixer: Ben Tomastik

Executive Producer: Susan Boyajan

Song: Catamaran, by Allah-Las

Ikea Canada: DRÄG by Rethink

Added 22 June 2018
Agency: Rethink
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