2015 marks the 4th year that SGS clients Yotel and MSC Customs have come together for a collaboration. Since the partnership between the 2 brands was forged and curated by SGS, this has been a consistent yearly campaign that has been executed during the 2nd quarter of each year. Yotel offers these co-branded bikes as a hotel amenity to rent for free so that hotel guests can experience Manhattan on a bicycle while looking proper for the streets of New York.
This year’s concept evolved with an additional brand partnership joining the campaign – RevoLights. With the bike scene growing in New York City, it is becoming more apparent that bike safety is a high priority. RevoLights and their product provides excellent safety attributes, keeping you visible to the drivers on the road. Not to mention it looks so dope that you’ll definitely be noticed by drivers and pedestrians.
The new location of where this year’s fleet of bikes are stored is at Bike and Roll’s Central Park location, right by the newly re-opened Tavern on the Green. This inspired the creative direction of the lookbooks to be shot in Central Park and the East Side of Manhattan. The creative concept was simple, we wanted the audience to look and feel the transition of day to night during NYC’s blazing hot summer while the ride starts at Central Park and ends at Yotel. And of course, with night images and the RevoLights, capturing long exposure images was a no-brainer. The lights also made us naturally draw inspiration from the movie Tron so we decided to emulate the opening scene. This was a huge risk on our part due to us capturing footage through the tunnel that runs on the East Side of Manhattan, right in front of the United Nations. Mind you, this tunnel has no bike lane whatsoever and is extremely dangerous to ride a bicycle through.
Being that both Yotel and MSC Customs have been clients of SGS for years, the creative direction was well trusted in our hands and the execution was effortlessly seamless. With Yotel’s branding guidelines for music, we we’re blessed to have Tom Middleton, Yotel’s Music Supervisor, to come in and completely score the video with original music.
Make sure to watch the quick video lookbook as well as the static lookbook below!
Services Rendered: Photography, Digital Film, Content Creation
Creative Director: AK
Photographer: Joe Cavallini
Music Composer: Tom Middleton of Yotel
Cinematographer & Editor: Joe Cavallini
Director: Joe Cavallini
Posted by @jeegunkim