Cannondale makes bicycles for distinguished riders. When they released their Black Inc line of bikes they showed them in an art gallery in NYC. In this sense they were not merely a bicycle, but art, which is where I drew inspiration from adapting the Dadaist mentality and Magritte’s “Treachery of Image” concept.
When they released the similarly impressive CAAD line of bikes they wanted something cunning and clever, so I decided to take an anti-advertising stance in the film. My concept was based on the fact that Cannondale’s audience is too smart to be advertised to, and knows the inherent value of their superior project. The result was a quite humorous, and award winning satirical spot.
Written, Edited and Directed by Serrini
Aesthetica BAFTA FF 2016
Hollyshorts FF 2016
Brooklyn FF 2016