SERVICES:
Creative Direction
Art Direction
Strategy
Photography
Videography
Creative Direction
Art Direction
Strategy
Photography
Videography
OVERVIEW:
Gift, aka Muzcali, had been on our radar for years. Already well known within cycling, she had built a following around great riding, great content & a perspective on cycling in Thailand that felt entirely her own.
Working with UAG, we developed the idea for a film that would bring people into her world. Rather than simply document a ride, we wanted viewers to feel what riding through Thailand with Gift actually felt like: the traffic, food stalls, people, sounds, streets & energy surrounding her.
We brought in director Cam Goold and helped establish the creative direction before production moved to Thailand with UAG’s in-house team. Gift’s partner produced locally & photographed the campaign, bringing an intimacy to the stills that could only come from someone already inside her world.
Back in the U.S., we oversaw post-production & worked closely with Cam Goold and Erik Klein to shape the final film. The result was less a traditional athlete piece & more an immersive portrait of a person, a place and the culture of riding that connects them.
Gift, aka Muzcali, had been on our radar for years. Already well known within cycling, she had built a following around great riding, great content & a perspective on cycling in Thailand that felt entirely her own.
Working with UAG, we developed the idea for a film that would bring people into her world. Rather than simply document a ride, we wanted viewers to feel what riding through Thailand with Gift actually felt like: the traffic, food stalls, people, sounds, streets & energy surrounding her.
We brought in director Cam Goold and helped establish the creative direction before production moved to Thailand with UAG’s in-house team. Gift’s partner produced locally & photographed the campaign, bringing an intimacy to the stills that could only come from someone already inside her world.
Back in the U.S., we oversaw post-production & worked closely with Cam Goold and Erik Klein to shape the final film. The result was less a traditional athlete piece & more an immersive portrait of a person, a place and the culture of riding that connects them.