Directed by Bona Palma
This is the first of a series of re-branding ads for Gudang Garam International created by Amet Mulyanegara of Dentsu Strat. The approach is youth-oriented and the message to do more than just being brave called for some exciting visuals.
Various camera rigs and techniques to showcase skilful mountain bikers in action over difficult terrain. The remote location with steep inclines presented some challenges for all crew and talents. Overnight rain caused some cycle paths to become quite slippery and all had to work hard to ensure safety wasn’t compromised.