After the success of our Tour de France commercial we decided to extend the campaign. Our market analysis had shown that one of the main reasons folks don’t get into biking is that it is uncomfortable. We used only 30 seconds in our first spot to successfully explain how Reser can help anyone feel comfortable on a bike with the help of their professional fitters.
That spot appealed to the fitness enthusiast. For our second spot we wanted to broaden our audience to anyone who had a bike. Reser’s repair shop saw lots of activity after our second spot aired. Folks brought bikes in for repair, bought bike equipment shopping and some upgraded to new bikes.
I used a neutral density filter to open the 5D aperture and control depth of field. We wanted the Cincy skyline to be recognizable but not draw too much attention away from the actors. The lack of DOF control ruins video for someone with my photographic background, but now the full frame sensor and SLR lens control brings a filmic look to digital media that makes it interesting as well as effective.