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Launch presentation and Campaign

“The Art of Balance” is the launch campaign of Pinarello’s new masterpiece.
We conceived and executed a multichannel video campaign for the pre-launch and live presentation of the Dogma F, which was streamed on a dedicated website.
The whole creative direction put into action a communication strategy aimed at engaging the audience.
A variety of visual translations were released through different channels. Video contents resulted from an interdisciplinary work encompassing production and post-production, along with motion graphics and 3D animations.

All the locations we filmed have been chosen in order to properly represent the Dogma F’s most powerful aspects. Moreover, three interviews to cyclism icons – Geraint Thomas, Tao Geoghegan Hart and Filippo Ganna – have been realized to highlight the bike’s distinctive features.

Pinarello Dogma F Case study

How many stories can a single product tell?
We went deeper in defining the principles of balance and we exploited all the communication tools to create a visual empathy between the Dogma F and the viewer.

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Video footage

What’s behind a shot? Here’s a video of us having a shower to give birth to the visual concept of the campaign.

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3D motion content

We envisioned and designed the 3D scenario visually mirroring the quintessential of Dogma F: a redefinition of balance that allows to control the forces and make the bike fluctuate, beyond the limits. Just like imagination and digital content do.

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Location

As to the locations, we selected three very different types of trails (uphill, Dolomites; downhill, Tenerife; cross country, Tuscany), so as to display and exalt the bike’s versatility.

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Further content

Our work was also disseminated through different advertising tools (e.g. sneak peeks during the pre-launch) to reach multiple targets.

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