I was given creative control over the creative direction and production of videos for Rad Fuchs, a bicycle shop based in Gmünd. 

The videos covered ‘how to’ videos, such as how to repair a broken tire, what to look for when buying a new helmet, advertising the new in-store products, and ‘explainer’ videos, such as revealing the features of Gravel Bikes. 

We also had the opportunity to create short, amusing pieces of content that effectively functioned as short advertisements. These were essential to the project’s overall success because they related to the spontaneous and entertaining nature of the owners and employees of Rad Fuchs. The amusing advertisements contributed to the brand. 

I needed to be flexible enough to alter my plans whenever required to succeed in my role. Many uncontrollable influences affect a shooting day – we need to plan well but not be restricted by our plans. Some of the best shots are sometimes unplanned, and shooting is just one part of the project. Editing is where the content really comes alive.