Sometimes a little means a lot

This little film was the only promotion for the L’Eroica 2021 cotton tubular tyre.

Launched at 6 pm on Friday 30th July it was sold out by 7 pm.

To celebrate the launch of the Limited Edition L’Eroica 2021 tyre, we crafted a short film from a longer documentary piece about the unique A.Dugast hand-made process. This cotton tubular was the first product launch since the Dutch brand became part of Vittoria. Our combination of classic Italian soundtrack, crisp editing, grading and a simple narrative appeared to do the trick.