It must be a prerequisite for mountain bikers to want to get loose all of the time. The NotBad series is no exception. The films documented the Trek C3 Team trips to New Zealand and Spain for 30 days of non-stop bicycle tomfoolery. We knew that the self-deprecating humor that’s inherent in a film like this doesn’t come along often. As such, it was our duty to lean heavily into this creative play land. Our solution was to deliver a look and supporting campaign full of WTF’s!, seriously’s?, and “I have no idea what’s going on but I want to find out’s!“.
Most action sports films try their hardest to appear to be big budget productions. We turned the tactics that Hollywood films traditionally use to promote their film into irreverent content, rooted in the mountain bike mindset.