Inertia Studios visually dynamic campaign for Marin Bikes Alpine Trail
When Marin Bikes introduced the Alpine Trail, a revolutionary mountain bike with an adjustable frame tailored for diverse terrains and riding styles, they turned to Inertia Studios to bring this innovation to life visually. The project was not merely about promoting a new product; it was about capturing the thrill and intensity of mountain biking in a way that defined the Marin brand itself. The Alpine Trail was created for a wide range of riders—from novices to seasoned experts—so the challenge was to visually convey its adaptability and appeal without losing the audience’s engagement.
Marin presented Inertia Studios with an open brief that invited a fresh and energetic approach to communicate the bike’s versatility and captivate its audience. Inertia seized this as an opportunity not just to promote a product but to redefine the brand’s visual language, crafting an experience that aligned with the adrenaline-driven spirit of mountain biking. This ambition to forge a unique and resonant portrayal of the Alpine Trail required a delicate balance of style and clarity, as the bike’s core feature—its adjustable frame—needed to stand out amidst the fast-paced scenes typical of mountain biking.
Inertia Studios addressed this by designing a film that would reflect the intensity and speed of mountain biking, while skillfully highlighting the Alpine Trail’s adjustable frame. Even the most abstract shots were chosen with precision, ensuring that viewers could see how the Alpine Trail transformed to meet the demands of various terrains, all while maintaining an exhilarating rhythm. This approach kept the focus on the product’s versatility, giving potential riders a sense of the bike’s responsiveness and performance in different environments.
To create a setting that mirrored the thrill of the sport without simply replicating outdoor landscapes, Inertia Studios opted for a hybrid set design. LED panels showcased dynamic, shifting landscapes and powerful typography, creating a backdrop that was both futuristic and highly stylized. This immersive environment framed the Alpine Trail as more than just a functional tool—it became an engineering marvel, worthy of a gallery-like presentation. The visuals were crafted to reflect the Alpine Trail’s seamless adaptability and elevate it as an artful object of precision.
The launch of the Alpine Trail film proved to be a success, quickly garnering attention across social media platforms, Marin’s website, and various distributor channels. With over 300,000 views, the response underscored the enthusiasm around this visual campaign and Marin’s forward-thinking design. Through this collaboration, Inertia Studios continued its mission to create compelling, memorable work. With the Alpine Trail, they elevated both the product and the Marin brand, setting a new benchmark in mountain bike marketing and demonstrating the high production values that distinguish Marin’s commitment to pushing boundaries in the biking industry.
All images courtesy of Inertia Studios
Full credits:
Client: Marin Bikes
John Oldale
Matthew Cipes
Direction, Production: Inertia Studios
Director: Thomas Valente
Art Director: Henry Yeomans
CG Artists: Henry Yeomans, Thomas Valente, Tom Phipps, Jack Lietti, Jaime Bravo, Lucy
Bradbury, Elliot Harris, David Slachta
Music & Sound Design: Giovanni Dubini
