There is no way to film and do justice to the roads that formed you as a rider. You can’t do justice to landscape that taught you how much your body can hurt. That let you feel extreme ends of exhilaration and frustration. You can’t really, if we’re being honest. Yet we set out to share the roads that formed us as riders. In this we tried to honour some elements of good design.
DESIGN PRINCIPLE: EXPERIENCE
“It took me a few seconds to draw it, but it took me 34 years to learn how to draw it in a few seconds”. — Paula Scher
Our friends and talented riders in our film understand every detail of these local climbs and descents. As co-founders we understand we are both too ugly and unskilled to take on this adventure ourselves.
DESIGN PRINCIPLE: EMOTIONS
“Just play. Have fun. Enjoy the game.” — Michael Jordan
We think there are universal emotions felt by riders. The joy of surrounding yourself with friends of common interest but simultaneously wanting to challenge them, punish them and beat their pb. Also never far away are feelings of escapism from the work/eat/sleep/repeat cycle.
DESIGN PRINCIPLE: TOOLS & FUNCTION
“Technologies, from the humble pencil to the most advanced software, amplify human imagination and intelligence, allowing us to imagine and create things.” — Tom Wujec and Bill O’Connor
Bikes are the ultimate design tool, they afford a rare opportunity: mind wandering. There is function in the bike just as their is function in our jerseys.
DESIGN PRINCIPLE: AESTHETICS
“Beauty is the ultimate defence against complexity.” — David Gelernter
Beauty isn’t everything but it has an undeniable influence on where we ride. Our film features ebbs and flows of beautiful locations from the tight, rocky-faced Gorge Road to the more technical sandy white gravel. After a fair slog, the ultimate reward is the candy colours and dreamy views of Adelaide city ending on top of Mount Osmond.