lAPIERRE | RIDE YOUR NEXT

In celebration of their 75th birthday, high-end bike brand LaPierre asked us to create their first brand platform in 75 years in an effort to leave their competition behind. 

We wanted to break away from an industry obsessed physical performance and feature focus, and capture the spirit of those actually riding the bikes. “Ride your next” embodies the mental process of a rider; the pursuit of their next. As soon as a record is broken, time bested or race completed, they switch gears towards the next goal, tuning their cycles and minds for what’s to come.

Featuring riders Julien Legendre, Evita Muzik, Isabeau Courdurier and Adrien Dailly we created a manifesto film that seems to be an endless loop. The ending of the film being exactly like the beginning, making our viewer wonder, did we just finish or only begun. Just like the mentality of each of our riders.

TLDR: We LaPierre’s first European brand platform in 75 years