Before making this film we asked ourselves, are we capable of creating something that makes the hairs on the back of your neck stand up, the pit of your stomach empty, and your pupils dilate? If so, it starts to express what this new collection was all about. After the first CNCPT film, we’ve kept along the same alternative lines filming in abstract stepping away from the usual cycling visuals.

Here’s a little explanation behind a few of the elements in the film:
The Ice: the concept behind the ice block (which was real!) was to take the video completely out of the normal cycling context, give a cool sensation and link it with the white-ice color gradient on the sleeves of each jersey. Digging a little deeper it was also a “Alien movie / War of the Worlds” idea that future technology had been frozen in time laying dormant waiting to break free.

The white material: this white fabric was to conceptualize the birth of an idea. The restless and almost aggressive emergence of a radical idea.
The setting: we’ve touched on the birth place of all our designs the “Givelo Lab” before, but here, we wanted to take it underground. Along with our mad scientist creating experiments and breaking free the jersey it touches on our design process of experimentation and implementation.