Shot by Yorrick Leusink, I directed the film and appeared on camera as the mechanic building the bike. Sour leveraged Parallel HQ as the backdrop for this and many of our other films, giving the content a consistent and distinctive visual setting. Beyond showcasing the details and quality of the product, the video was part of a coordinated effort to create more considered, high-quality brand content around Sour—using filmmaking not simply to present a finished bicycle, but to communicate the craft, character, and attention to detail behind it.