BREED

When FELT needed to introduce the BREED; their fastest and lightest gravel race bike ever, to the world, I pitched the creative concept, led the production, and directed the piece entirely in-house. The brief was clear in its ambition and demanding in its execution: communicate speed, precision, and race-bred engineering without falling into the tropes of cycling advertising. The BREED is not a road bike dressed for gravel. It's a purpose-built racing machine, and the film had to feel like one. From concept to final cut, every creative decision was mine, the visual language, the pacing, the way the bike moves through the frame. The result is a film that reflects the DNA of the product: aero, lean, and uncompromising. Designed and engineered in Barcelona. Shot and directed the same way.