Who’s Using What?
Bike checks are a common thread through the cycling industry. This kinds of videos, photo journals, or blog posts allow athletes and brands alike speak to the average user and communicate a proven setup, thus calming pain points before they even show up! Simple on the surface, these videos punch above their weight on production and performance.
Looking to Collab
Shot near Leanne’s home in the Netherlands, this bike check was part of a recurring format designed to put Sour-sponsored athletes and their bikes at the centre of the story. Beyond highlighting Leanne and her relationship with Sour, the format gave us a natural way to feature the components and brands that made up each athlete’s bike. This created value beyond the film itself: giving existing partners meaningful exposure while opening the door to new collaborations by showing potential partners how their products could become an authentic part of Sour’s content.
Shot on Location
Taking the same format further afield, this film was produced on location in Italy with Sebastian. Working across Europe was an important part the approach to content production at Sour: rather than relying on a fixed production team, I built relationships with photographers and filmmakers locally, allowing Sour to create consistent brand content wherever our athletes and stories happened to be. Navigating different countries, languages, crews, and locations became a natural part of the production process—and gave Sour a much broader visual world without requiring a traditional large-scale production setup.
