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Santa Cruz Bicycles    

Core Brand Films

If the core isn’t healthy, eventually the whole apple rots.

 

Since we began working with Santa Cruz Bicycles they’ve always been conscious of this and  have tasked us with documenting and producing content that shines a spotlight on some of the best, but lesser known personalities on their roster and  in the sport of MTB.

 

Long form doc’s, bio’s, short action cut’s and more that focus purely on the people and the riding itself. No product placement or wider brand narrative, just core pieces of content to fuel those of us who just really appreciate good people and their art of riding bicycles really, really well. 

 

Services:

Video Production
Photography
 

Simon Johansson  

Gothenburg, Sweden 

Simon Johansson is a perfectionist—a rider not looking for fame but one who focuses on excellence. In his latest edit, Simon showcases his beautiful style on his hand-built trails in Gothenburg, Sweden.

 

Hard Grit

Craig Evans : Yorkshire 

Loamers are easy - Soft, grippy, forgiving.

 

Craig Evans is hard, talented and relentless, which is how he's able to make some of Yorkshire's greasiest, squarest rocks look like a flow trail. Pull up a chair and a pint of ale for four minutes of poetic riding on places tires have never been before.

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Pay It Forward 

Luke Cryer : UK   

Luke Cryer defines style at speed. He came from the world of gate starts and elbows, even winning a silver and bronze medal at the 4X World Championships (2015 and 2016 respectively). But while the motive of competition set him up with skills and speed the pressures pushed him to look beyond the track. Now it’s the thrill of pitching himself against himself that holds most worth. In 2020 he was looking for a new bike and hit up Josh “Loose Dog” Lewis, seeing if he had any leads on something brand new second-hand. Loose Dog lives the mantra of “pay it forward” and has been passing along his old bikes to friends and helping talented friends get setup with bikes through his sponsors for a while. Santa Cruz had sent another super skillful UK rider (Matt Roe) a bike the year before but a sponsor swap meant this bike (a third-generation 5010) wasn’t being used. So it became Luke’s. It’s good to get something new but if a bike is built to last then there’s no reason it can’t have many lives. Santa Cruz builds quality bikes that can take a beating and kept running for many lifetimes.

 

Into 'Im Chile  

Josh Lewis, Romain Paulhan, Mitch Ropelato, Iago Garay

In February 2020, before everything seemed to change, we sent four of our riders to Chile to find the riding hotspots. But as much as this film is about the places they visited it’s about the times they shared and the energy they multiplied. This film is about hanging out with friends and celebrating every minute of the day together. Each of these riders is different in every way except that they love two wheels. They show their love differently – flat pedals, clips, small wheels, big wheels, Megatowers, Bronsons, race pace, game face, battling for the clip or dance-offs at night.

This is a film where crass and class aren’t at odds, where style and speed aren’t mutually exclusive, where it’s possible to see that opposites aren’t incompatible they’re complimentary. 

All Wheel Drive

Dan Paley  : UK   

Let’s get one thing straight, Paley isn’t a mountain biker. He’s not a BMXer. He’s a man possessed with the need to just get his kicks and doesn’t care about the neat little categories other people have made fences around so it’s easier for them to build divisions of people. He’s a biker, but he’s also a boxer, clean eater, joy bringer, and a vocal supporter for his friends that are doing good things in positive ways. Which is why we are big fans of him.

For The Culture   

Stu Leel : Scotland

Shredder is an independently published MTB zine which is artfully and devotedly produced by Stuart Leel, someone who has become a true custodian for the tender innards of what makes mountain biking special.

 

In a time when physical artifacts have given way to digital experiences Shredder stands counter to the obvious way of doing things. The magazine is heavily focused on the art and design within mountain biking and the content is orientated towards the people doing things with a life-timer's passion.

 

The 'old school' form is complemented by a lo-fi aesthetic with lots of throwbacks to symbols from the past. But strangely what Stuart has made is something which perfectly captures the zeitgeist of the moment more than the trends that are shouted loudest these days. It's as if something that's curated by a human with a viewpoint, printed on pulped trees and distributed by snail mail rather than imposed upon us by an algorithm fueled by CPM or data that tell us what's most 'popular' with an anonymous mass, can actually do a better job of being of the moment.

 

Thanks to Stuart and anyone like him who influences mountain biking in a positive direction.

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