Loading
The Background
Leading up to the summer of 2023, SRAM was preparing to launch its GX Eagle Transmission. The drivetrain is designed to check the boxes without compromising on robustness, reliability, or AXS wireless functionality - designed for riders of like mind who go hard and never hold back. Photographer, Margus Riga and Freerider, Kenny Smith recently completed an expedition to be the first people to summit Mt. Tupungato in Argentina, with bikes. While the goal was to summit, this trip also provided the opportunity to capture the GX Eagle Transmission on location and serve as the main source of content for the product launch on July 11th.
The Challenge
The goal of this project was to support the GX Eagle Transmission launch by showing it’s capable of adventure and robust to handle the unexpected through an engaging story about Margus and Kenny’s adventure.
The Approach
Port Side was hired to create a compelling narrative using the photographs and footage shot by Kenny and Margus. We started to understand the beats of the story through conversations with Kenny and Margus. Then with a beat sheet in hand, we interviewed Margus and Kenny and had them rehash the story. Since the assets for this film were supplied by Margus and Kenny, most of our work went into post-production to polish and shape the story into a narrative that kept people hooked.
Deliverables
“I reached out to Port Side Productions for their help in leveraging an already-shot project in a new and exciting way. Pushing content beyond its original intent is never easy, and Cole’s team took on this challenge to find creative solutions and they did so with efficiency. The project had stunning photography, but it was the team at Port Side that pulled together a strong narrative thread. They did a fantastic job of taking a massive and unrelatable athletic feat, and humanized it through personalized storytelling.”
Content Production Manager, SRAM
Client - Stephen Matthews
Athlete - Kenny Smith
Athlete/Photographer - Margus Riga
Director/Producer - Cole Heilborn
Cinematographer - Joey Winkler
Editor - Liz Astra
PA - Joseph Cunningham
