We teamed up with our friends at Specialized to develop this dynamic campaign for the launch of their new Sirrus - a bike that combines commuter functionality with the high-end design Specialized is known for. Our goal was to showcase this bike in a way that brings energy and thrill into the lives of two “9 to 9” commuters. In 60 seconds, we sought to immerse viewers in the sensory experience of their journeys through the city - combing the sights and sounds of Berlin, with kinetic, cinematic visuals.
We hope you enjoy this project as much as we did making it!
SIRRUS LAUNCH - DIR. ANDRIC QUEEN BOOKER
The overall tone of these pieces is one that conveys the premium quality of the bicycle and the aspirational nature of this intersectional lifestyle. For us, that means blending content styles from multiple verticals. Beautiful vignettes showcasing the bike moving through metropolitan spaces, with high-energy sequences of fast-paced riding, while patient shots of architecture and design will root us in space, and intimate portraiture will remind us of something human. In close, this world should feel familiar - if familiar was nimble, smooth, and versatile.
Director - Andric Queen Booker
DP - Chris Naum
Executive Producer - Julia Weschler
Head of Production - Aaron Schurman
Local Fixers - Ewerk Studios, Jakob Hampel
1st AC - Ciro J. Kavouras
Sound - Dimitri Tisseyre
Wardrobe - Cara Kelley
Photo - Moe Lauchert
Lead Editor - Jared Blizzard
Mix - Jared Blizzard
Color - Jared Blizzard
Post Supervisor - CJ Taglione
Art Director - Waldon Brush III
Senior Market Manager - Janet Brazil
Project Manager - Cameron Aspinwall
Global Market Manager - Tiago Ventura
MEET THE DIRECTOR
ANDRIC BOOKER
We are super excited to have collaborated with Andric on this project and hope to share his talent for moving images with you on future projects. His dedication to the art form is unmatched and his positive, down-to-earth attitude is what keeps us coming back together. More on Andric:
“I am a Los Angeles-based commercial and documentary director specializing in sports and active lifestyle.
Born and mostly raised in Okinawa, Japan as a military brat has shaped my style of shooting by being able to adapt to new environments and empathize with the many faces I connect with.
Fully capable of studio work, but the outdoors is where I thrive! No matter the scale of the project, authentic storytelling has always remained the emphasis.”
FRAMES
BEHIND THE SCENES
