Pedla

Who could turn down the opportunity to write some dirty synth that accompanies a video about lycra? Not me. That’s for sure.

The Pedla is a performance cycling brand based in Melbourne, Australia. The brands apparel is refined, focusing on performance and functionality.

Photography: Melissa Cowan

Videography: Sam Stent

Art Direction: Marcin Wojik

The brief was pretty simple. “Hey, ya know how you play music? Reckon you could write something dirty that goes for about 30 secs? We want it for a video in our collection launch.” If only there were more briefs like this.

For the release of the brand's BOLDelevate collection, the brand wanted to shift gears and approach its marketing campaign with a different tone.

When it comes to the marketing of cycling apparel, communications and visuals are repetitive and cliched. The goal was to move away from the expected and experiment with lighting, sound and the environment.

Avoiding cliches of rolling hills, the campaign was shot in studio with a stripped-back, minimalist set design. A single training bike was our prop of choice. Dark and moody lighting was contrasted with bright flashes to add depth, highlighting the shape, form and movement of the models.

As for videography, the rumbling of some dirty synth was designed as a score to complement the industrial-esque visual language.