LAPIERRE — XELIUS

LAPIERRE 

Those who are focused don’t ride. They Race. In this script, we follow the perspective of ambition to show our protagonist in a vacuum of focus in full performance. Changing the point of attention by accelerating. Daily life and its noise fall away by focusing on a point at the very edge of the horizon. While surpassing limitations to reach it. Made in collaboration with Lapierre to promote their improved Xelius road bike line - for high performance.

Those who have ambition don’t ride. They Race. In this script we used the perspective of speed to show our protagonist in a vacuum - tunnel of ambition. While he pushes to the edge and beyond. Daily struggles fall a way while selecting a point at the very edge of the horizon.  And with pure focus, in mind they move towards that point. Surpassing limitations to reach it.