Venture Visuals: LIV x Langma
Venture Visuals’ founder and director Thomas Kranzle, based out of Los Angeles, took the time to tell us about his collaboration with women’s specific cycling company, LIV, who was aiming to create emotional video content promoting their new bike, the Langma. Ladies, this post is dedicated to you, because you aren’t LIVing until you test out the bike for yourself!
For the past few years, Venture Visuals has produced a range of video pieces for Liv, including campaign films, product launch videos, traditional commercials, athlete documentaries, and content that empowers and excites the brand's audience to "DIY" with inspiring pieces, like Try-a-Tri. This video was meant to give women the courage and confidence to participate in a triathlon with the help of LIV’s premium products.
It’s always exciting to create video content for LIV’s new products, like the Langma in this case, because these conceptual pieces allow our team to create something a little more stylized as we push our creative boundaries.
After finalizing the production budget and schedule, and organizing the shoot schedule with Jeff Clark, LIV’s go-to cycling photographer, Venture Visuals was off and running. The Tibetan term for ‘Langma’ is synonymous with Mt. Everest, so naturally, it made the most sense to show off what this new road bike is made of….well, on top of a mountain!
The roads up to Mt. Everest aren't paved yet...so the team picked the Eastern Sierras as a backdrop. Deciding the time of year was key.
Ideally, we wanted to have a thin layer of snow on the ground to give the feel of being in the Himalayas, but not too much where it made the riding conditions dangerous for the athletes. Luckily for us, it snowed on a Sunday in early May, so we filmed the next day (Monday) and Tuesday, once the snow settled. We also had to composite in snow on our final two shots of the film. Everything had melted off by the time we shot this final scene, so we had to make artificial snow. See if you can spot it.
The filming process was smooth for the group until it wasn’t! Rather than rigging a car, the team felt it was most appropriate (and safe for the athletes) to rig an electric scooter as a ‘camera car’ to capture the bike-level footage. Lights, camera, action! Everything was running smoothly till, at the end of day one, a rock got kicked up by one of the bikes and ultimately broke the follow focus motor below the camera. One long night for a crew member doing a run down to LA and the team was back up and running for day two!
Thomas shares with us that he is thrilled with the outcome of the video and happy to have had the opportunity to push a concept and work with great athletes in a perfect location. The wider LIV team was happy, per usual, with Venture Visuals’ finished piece. As a long-standing client, we are sure it won’t be too long until we see a new production between these teams again. Until then, cycle on!
Benjamin Roy: Creative Director, Venture Visuals
See more Venture Visuals at venturevisuals.com!
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