UNREAL

When Anthill Films and Teton Gravity Research teamed up to create a mountain bike film, expectations were high for a collaboration from the heavyweights of dirt and snow filmmaking. They knew they couldn’t resort to the proven recipe of docu-style storytelling paired with mind-blowing action. So they recruited Good Fortune Collective to help them bring a world that can only be reached by bike onto the silver screen. It’s a film that exposes the freedom and limitless imagination of riders who visit the unReal world and escape the mundane tribulations of Real life. 

SCOPE
Segment Concepting & Writing, Campaign Creation, Motion Graphics, Promotional Materials, Poster Art

 
 

Movie magic meets mountain bike mecca.

Few things rival fresh pow days on the mountain. But what if it wasn’t skiiers having all of the fun? What if fresh dirt fell from the sky, and mountain bikers could realize their true dream of a “brown-pow” day? In the unReal, anything is possible. And when it came to bringing our concept of the Dirt Blizzard to life, we knew Teton Gravity Research and Anthill Films were the production teams to pull it off.

Hundreds of pounds of peat moss were spread over whistler’s most iconic trails, trees and surrounding forest. To give the in-camera illusion that dirt was actually falling from the sky, fake movie snow that was died brown was propelled in the air with modified leaf blowers.
 
Critics have described Dirt Blizzard as a true climax in the history of action-sports cinematography. No segment of the unReal film highlights this better. And we couldn’t be more proud to have concepted and written it.

A TALE OF TWO WORLDS

In the film, mountain bikers are transported out of the Real world and into the unReal world every time they get on their bikes. The poster captured the duality of both worlds and one rider’s struggle to get into the unReal.

A TALE OF TWO WORLDS

In the film, mountain bikers are transported out of the Real world and into the unReal world every time they get on their bikes. The poster captured the duality of both worlds and one rider’s struggle to get into the unReal.

 
 
 
 
LOGOTYPE EXPLORATION

 
 

BACKPACK_UNREAL_BOTTOM

We teamed up with film sponsor EVOC to create this custom unReal pack.

Slide background
Slide background

In print, we turned the camera around, featuring the disgruntled “Parents of the unReal” as they dealt with the side effects of youth obsessed with mountain biking.

unReal Alibi

With the “unReal Alibi” social media campaign on Instagram and Facebook, we gave people the opportunity to escape the confines of reality to visit the unReal. Images of believable excuses appeared in people’s news feeds, which they could then send to bosses, significant others, or families waiting for them in the Real world.


unReal Alibi

With the “unReal Alibi” social media campaign on Instagram and Facebook, we gave people the opportunity to escape the confines of reality to visit the unReal. Images of believable excuses appeared in people’s news feeds, which they could then send to bosses, significant others, or families waiting for them in the Real world.

  • DAILY MOTIVATION

    On Instagram, the two worlds collided, with stereotypical motivational quotes juxtaposed with the sensational achievements of riders in the unReal world.