Sour Comes Full Circle

As part of the Homebrew project, Sour Bicycles set out to bring frame production closer to home, with a range of ambitions for what in-house manufacturing could make possible. One project stood out among them: developing and producing a full-suspension platform in Germany.

Throughout 2023, I coordinated a series of video and photo productions documenting and building anticipation around that process, culminating in the launch of the Double Choc and Cowboy Cookie frames. The content followed the project as it developed, helping turn an important step in Sour’s manufacturing journey into a cohesive story leading up to the release.

Sour Double Choc

Representing the larger of the two models, the Double Choc is the result of 4 years of prototyping and finally pushed to fruition after the completion of the production on-shoring at Sour Bicycles.

Shot on location, in the Dresdner Heide, directly behind Sour Bicycles offices, the on-staff videographer David made a true “shreddit” that splits the difference on the expected MTB-language and Sour brand identity.

Sour Cowboy Cookie

The slightly smaller, more planted, and faster of the pair, the Sour Cowboy Cookie is the sales leader and beloved second child. The bikes comes from the same design spec-sheet as the Double Choc, just made to match trends within the European and North American markets.

Again shot in the Dresdner Heide, this video stay truer to the Sour visual identity while also showing off one of Sour’s local female shredders.

Dreamiest Dream Build

David has a real talent for build videos. With a little bit of guidance, patience, and installing/re-installing parts, the result is always high quality.

This video was done in collaboration with several brands seen in the video to really push the engagement and grow inter-industry relationships.

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Sour: Continued