To mark the commemoration of its fifth anniversary, Martone Cycling Co., a coveted urban bicycle brand, with designs by Brazilian Lorenzo Martone, has unveiled its 2018-2019 video and photo campaign, a compilation that visually represents the union of the brand’s spirit with the unmistakable beauty of Paris. An international and diverse cast of creative minds (fashion designers, chefs, artists, etc.) have come together, using the motto of cycling experiences to produce an authentic and privileged vision of the ‘renaissance’ of the ‘new’ Paris.
Catherine Baba, Australian by descent, but a Parisian fashion icon and a Martone Cycling ambassador since 2013; Rose Chalalai Singh, a Thai chef; Franck Tchilo, a former professional basketball player; Hervé Cosmao, French publicist; Chantal Hoogvliet, a former model who moved from the Netherlands to Paris 20 years ago; Marcella Barcelo, Spanish artist who lives in Paris; Lamia Lagha, German fashion designer and fashion researcher; among others, are the lead names of this unique campaign for Martone Cycling Co. Together they weave a story through movement, evoking the ephemeral "je ne sais quoi” of the city where Martone Cycling Co. set up its secondary headquarters, responsible for all EU and Asia operations.
Filmed in the streets of the city of light, the video campaign is called "Where are you going?”, and follows the group of international "cyclists”, who, although they have completely different styles and life experiences, share an immeasurable love for Paris. The aim of the campaign is to illustrate, through organic movements, the individual yet interconnected experiences that make up a global cycling community. The choice of the French capital as a setting has become an easy one, as the city is going through a creative renaissance that combines emotive beauty and iconography gained over the centuries.
Filmed in the streets of the city of light, the video campaign is called "Where are you going?”
After living in Paris for many years, where he completed a master’s degree in Luxury Brand Management, Lorenzo Martone moved to the United States. The living room of his small apartment was the only place where he could keep his bicycle, his preferred mode of transport, but his everyday vehicle was not visually up to scratch. He decided, to this end, to create his own customised bike. He found in the fashion designer Marc Jacobs the ideal partner for this project building bike that are not only functional and high-quality, but also beautiful.
Considering that 80% of start-ups don’t get past the third year of activity, five years is a significant milestone and therefore the brand decided to celebrate in different ways: the presentation of new accessories and new activewear clothing ranges; the launch of the new website; the presentation of four new models; and the creation of the V3 with three gears at a much lower price, a business model aimed at anyone who loves the brand, but who, until then, could not afford it. And of course the 2018-2019 video and photo campaign is the high points of the whole celebration. "Where are you going?” is the largest campaign to date of the brand that speaks several languages, especially French... and Portuguese.
Catherine Baba, Australian by descent, but a Parisian fashion icon and a Martone Cycling ambassador since 2013; Rose Chalalai Singh, a Thai chef; Franck Tchilo, a former professional basketball player; Hervé Cosmao, French publicist; Chantal Hoogvliet, a former model who moved from the Netherlands to Paris 20 years ago; Marcella Barcelo, Spanish artist who lives in Paris; Lamia Lagha, German fashion designer and fashion researcher; among others, are the lead names of this unique campaign for Martone Cycling Co. Together they weave a story through movement, evoking the ephemeral "je ne sais quoi” of the city where Martone Cycling Co. set up its secondary headquarters, responsible for all EU and Asia operations.
Filmed in the streets of the city of light, the video campaign is called "Where are you going?”, and follows the group of international "cyclists”, who, although they have completely different styles and life experiences, share an immeasurable love for Paris. The aim of the campaign is to illustrate, through organic movements, the individual yet interconnected experiences that make up a global cycling community. The choice of the French capital as a setting has become an easy one, as the city is going through a creative renaissance that combines emotive beauty and iconography gained over the centuries.
Filmed in the streets of the city of light, the video campaign is called "Where are you going?”
After living in Paris for many years, where he completed a master’s degree in Luxury Brand Management, Lorenzo Martone moved to the United States. The living room of his small apartment was the only place where he could keep his bicycle, his preferred mode of transport, but his everyday vehicle was not visually up to scratch. He decided, to this end, to create his own customised bike. He found in the fashion designer Marc Jacobs the ideal partner for this project building bike that are not only functional and high-quality, but also beautiful.
Considering that 80% of start-ups don’t get past the third year of activity, five years is a significant milestone and therefore the brand decided to celebrate in different ways: the presentation of new accessories and new activewear clothing ranges; the launch of the new website; the presentation of four new models; and the creation of the V3 with three gears at a much lower price, a business model aimed at anyone who loves the brand, but who, until then, could not afford it. And of course the 2018-2019 video and photo campaign is the high points of the whole celebration. "Where are you going?” is the largest campaign to date of the brand that speaks several languages, especially French... and Portuguese.
