Cycling UK – Case Study

 

Client Film Title: Strategy Film 2024
Client Name: Cycling UK
Director: Matt Rolfe
Producer: Paul Broadie
Editor: Laura Clark
Camera Ops: Harvey Merrin, Josh Richardson

The Brief
The objective of this film was to launch Cycling UK’s ambitious 5-year strategy plan, to aim for happier, healthier and greener lives through cycling. The film was to show a diverse range of cyclists, to be inclusive rather than ‘cool’, to strike emotion with the audience and to inspire people with a call to action. The deliverables was a 90 second main film (B2B) aimed at policymakers, politicians and Cycling UK members, that was to be shown at the launch of their strategy in Westminster. Then two short films (B2C) were to be shared across socials, aimed at members of the public and cycling enthusiasts.

Services

• Pre-Production
  We knew that scouting out diverse locations and people was a key part of the film. We found cycling groups, roped in family and friends, needed cyclists with helmets, some without, keen road cyclists, to the everyday commuter or family cyclists. Also certain considerations had to be made that aligned with the cycling laws so we were representing cycling accurately. Getting poet Erin Bolens involved early on to write and narrate the poem that was so emotive, lyrical and visceral helped us navigate a shot list before we went into production. We even created a pre-vis mood edit to see how the poem was flowing with the music and what the structure was of the overall edit.
• Production
  To find this diversity of people the guys shot scenes in York, Scarborough, the North York Moors and spent lots of time shooting on our doorstep in Leeds. We wanted to uphold Cycling UK’s values and not travel too widely through the UK but also wanted to represent the UK’s cycling scene as a nationwide charity.Using our inspiration references, our intention was to shoot scenes focused not just on the cyclists and their bikes but their surroundings such as stopping for a coffee after a bike ride, or planning a trip with maps. We created a list of shot ideas that would encapsulate the ‘scene’ that would tell a short story of that individual or group, in hope of creating a more emotive response from the viewer. I think we delivered that indentation by showing cycling as a community, a cause, with a shared goal for it to be safer to all.

• Post-Production
  We shot tons of footage so creating selects for each of the scenes, what we would and wouldn’t include to compliment the overall narrative, was a challenge. Then Laura, our editor, had all the pieces of the jigsaw puzzle and it was just about seeing what fit right in the edit, to achieve the results the client visualised. We even trialled out a new level of colour-grading in a new editing software to really make the visuals pop and bring in that higher-production ‘look’.

The Results
The film was well received at the Westminster event and complimented the stills that the photographer, Paul Craig, captured on the shoot too. It was great to see the campaign live on social media, inspiring call to action, representing a diverse cycling scene and prompting people to get involved in the new strategy. Apparently there were even a few tears at the event, which is usually a good sign we’ve done our job!

Key Highlights
We knew the strategy, the charity and their aims for the campaign so we had a lot of trust from the client to go full reign; from the visuals, the scope to try out some new techniques and meet lots of people in the cycling community.

“The team at Manto Films were a joy to work with from beginning to end. They brought huge energy, creativity and professionalism to the process and we felt like we were in very safe hands right from day one. In terms of the film itself, what Manto produced is outstanding and was a highlight of our strategy launch. It’s received universally positive feedback from members, supporters, staff, trustees and partner organisations. What I love about the film is that it’s so fresh, emotive, inspiring and lands the central message about cycling’s amazing wider benefits. I must have watched the film a hundred times but it still makes my eyes prick and gives me a sense of pride to work for Cycling UK. I can’t recommend Manto enough and I hope we can work together again in the future.” —Sarah McMonagle, Director of External Affairs at Cycling UK