London-based marketing agency Jump has been appointed by Shift Active Media create a set of online adverts featuring Continental's new range of mountain bike tyres.
The detailed brief included a key colour visual and a storyboard. The new tyres to be featured (Xynotal / Argotal / Hydrotal / Kryptotal) are aimed at downhill and enduro riders who are looking for extra grip in a variety of riding situations.
Lee Jacobs, Senior Art Director at Jump, said “Continental is big on using science to make their tires the best. They have created a set of exciting new compounds which will give a rider the competitive edge. This film had to combine the idea of molecular science with representations of different riding conditions. The thread linking the piece together is footage of Gee Atherton, a Continental sponsored rider, who is seen flying down a slate quarry in Wales.”
Jump had to convincingly remove Gee from the footage and place him within a CGI world which represents mixed terrain including wet muddy conditions, loose loamy conditions and rock / hard pack. One of its references for the final treatment were the stylised silhouettes from the Casino Royale title sequence. It had the Gee Atherton footage rotoscoped before creating a shaded, silhouette version. At this stage Jump also removed any branding on the bike or on his clothing. Then the shots were tracked using After Effects and Cinema 4D.
Jump was commissioned after a pitch process to create the 60 second master sequence as well as tyre-specific cutdowns at different aspect ratios ( 16:9 / 1x1 / 9:16 ). The cutdown versions needed bespoke adjustments of the elements within 3D to create the best framings. This included building separate tyre reveals for the end scenes. In all there were 18 different renders of the tyre lock up.