Punish your bike, not your body.

The fastest turn around ad I've ever done. My Creative Director asked for an idea for Skins Cycling gear about eleven seconds before he had to go into the presentation. I said how about a bike getting an ice bath? He said sweet. So I scribbled it up, and he sold it in. Next we had to shoot it for the next day, so I rang Mat Baker in New Zealand and he borrowed a bike from the local cycling store, put it in real ice water, shot it and returned the bike. Fled the scene before the bike owner realised water had leaked into the tyres. Art Directed the whole thing over the phone.
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