To celebrate the launch of the Tour de France in Lille, we supported SRAM and REDBULL in creating a new episode of its iconic series “BUILT”. An immersive video that documents, with precision and aesthetics, the complete assembly of a high-performance bike, for the Red Bull - Bora - Hansgrohe team. This smooth and meticulous sequence highlights the key moments when installing SRAM components. Each gesture is choreographed to reveal the precision, technicality and elegance of the assembly process.
The hypnotic pace of editing, combined with careful photo direction, transforms this technical operation into an almost meditative visual experience, true to the spirit of the series.A video where performance, know-how and aesthetics meet, celebrating the art of building a bike, piece by piece.
