rapha mtb kneepad
[ link / RHEON - Rapha Trail Knee Pad ]
Rapha is a cycling lifestyle brand based in the UK. It has a discerning visual identity of beautiful, nostalgic and refined. When RHEON Labs and Rapha launched the MTB kneepad, I created a series of videos to take the feel of both RHEON's tech feel and Rapha's lifestyle.
The finished results were used throughout the Rapha launch campaign.
I led every part of the project and collaborated closely with the team at Rapha.
project type / product launch collateral
dates / Dec to Jan 22
art direction / alfie
creative work / alfie
Material Intrigue
This was an introduction to the world of the RHEON material. This was the first video I worked on and was the most impactful for the client's perception for my CGI capabilities. It was a crucial video to get the buy-in for the rest of the videos to feature in Rapha's marketing collateral.
Comfort highlight video
The main USP for the product was the comfort. This video highlights those key features and tries to imerse the viewer in the world of the soft and flexible material.
Impact protection highlight video
This is a video focussing on the core performance of the kneepad. This does demonstrate some of the functionality but learnings from this video, helped future impact animation to become more impactful.
Additional marketing collateral
For the launch, I created additional assets that could be used as part of the RHEON labs toolbox in the future.
These included a generic showcase for future MTB products, here with the Rapha Box floating.
A clip showing the detail of the RHEON knee 3D scanning. This model was modelled and animated using reference scanning data and slow-motion video footage.