Production of a Branding Video for Global BMX Brand ALAUDARK
ALAUDARK, a global BMX brand, chose to collaborate with us in producing its new branding video. To create the video and guide the direction of the ALAUDARK brand as it expands globally, we developed three new brand drivers: PLAY the Life, SYNC Hearts, and FLY High. The video, based on the concept of Playful Parts, draws inspiration from these drivers.
How do you establish the concept for a branding video? To answer this question, another one needs to be asked: How do you capture the hearts and minds of participants in an extreme sport like BMX?
Essential to this process is ensuring the concept is visual and instinctual, bypassing traditional verbal expression. Typically, concepts are born from words, but this approach can often restrict the process to being overly cerebral, detailed, and subtle.
For this reason, we began not with words but with abstract elements created using CGI. This approach enabled us to develop a concept and to define a design language that emerged from these visual elements.
The Playful Parts concept originates from the three design drivers of PLAY the Life, SYNC Hearts, and FLY High. Based on ALAUDARK’s mission, vision, and values, the concept portrays bike components—or parts if you prefer—as athletes pursuing their dreams and enjoying playful competition among themselves as friends.
PLAY the Life
The motion of the components evokes the joy of Dirt Jump as athletes compete with and support their friends.
The interactions and synchronized motions of the components symbolize the link between athletes’ minds and their emotional highs.
The excitement of Dirt Jump as an extreme sport is expressed physically, through metal, stone and earth, and emotionally, through dynamic framing and fast-paced editing and music.
ALAUDARK has a significant user base in the US, a mecca for BMX competitions, as well as in the UK and Europe. Given the brand’s international presence, we decided to adopt a global tone and style of communication. To realize this aim, we collaborated with the London-based sound studio Noizlab on the sound design, while also working across borders with Takram’s Shanghai and Tokyo studios.
Yiyang Mao (Takram Intern)