Marin Bikes - Alpine Trail

Inertia Studios partnered with renowned Mountain Biking brand Marin to design, direct and produce a product film launching their innovative adjustable MTB frame - the Alpine Trail.
We designed the film to elevate the brand's existing content with high-end, energetic CG visuals that capture the adrenaline of the sport, whilst also educating both beginner and expert riders as to the Alpine Trail's flexibility.
In order to capture the energy of the sport, the film is fast paced and packed with dynamism, whilst still designed with a narrative flow that communicates the clear product benefits. This led us to structure the film in such a way that every shot has an educational intent. Even when we have abstract cutaways, they are saying something about how the product operates.
The film hero’s the key design features of the frame, including the different geometry settings that allow each rider to tune their bike according to their riding style or terrain.
For a more modern, and unique aesthetic, we decided to place the product in a stylised set with a backdrop of LED panels, almost like a CGI virtual stage - allowing environmental imagery, and kinetic type treatments to compose around the form of the bike. This gave us a flexible setup that felt established and true to the space, which when paired with the ‘real’ foreground set that the bike was placed on, created an interesting visual juxtaposition that felt fresh and unique.