By The Denver Egotist / /
Santa Cruz Bicycles has launched the 5010 — their new do-it-all mountain bike — and celebrated with a launch campaign created and produced by Cut Media. The campaign, originally planned as a road trip through Greece starring some of Santa Cruz’s top athletes including Danny MacAskill and Josh Lewis, had to be reimagined as a result of the Covid-19 lockdown to become a project realized by two brothers and a toy bike in a back garden in Glasgow, Scotland.
Their film, featuring a miniature replica model of the 5010 bicycle, celebrates the product’s unique technical capabilities and versatility, while making considered and authentic nods to several Santa Cruz athletes’ riding styles and personalities. In the midst of the global Covid-19 pandemic and lockdown, Cut Media in-house creative Jonny Ashworth designed and created the props and sets in his back garden. He then filmed the project along with his brother Andy Ashworth while the rest of the creative, production and edit team worked remotely to help create the campaign.