SRAM x RED BULL
BORA - HANSGROHE
Artistic direction
Photo & Video
SRAM x REDBULL
To celebrate the launch of the Tour de France in Lille, we worked with SRAM and RED BULL to create a new episode in its iconic “BUILT” series. An immersive video that documents, with precision and aesthetic appeal, the complete assembly of a high-performance bike, for the Red Bull - Bora - Hansgrohe team.
This fluid, meticulously crafted sequence highlights the key moments in the installation of SRAM components. Each gesture is choreographed to reveal the precision, technicality and elegance of the assembly process.
The hypnotic rhythm of the editing, combined with careful cinematography, transforms this technical operation into an almost meditative visual experience, faithful to the spirit of the series.
A video where performance, craftsmanship and aesthetics meet, celebrating the art of building a bicycle, piece by piece.
