Fixed gear news and happenings, London

Melbourne Bike Fest: ONCE BITTEN

A collaboration between Who by fire and the Melbourne Bike fest sees a three part series invoking discussion on the common myths road users have of cyclists. I Like.

The clips are designed to have high impact with young people and draw on vampire mythology to unpack and poke fun at some prevalent perceptions of and attitudes toward bike riders on the roads.

Scripted and shot in collaboration with the bike riding community, the clips set a new benchmark for dialogue between road users. Offering high production values with a street sensibility, the clips playfully suggest that fear may be the pothole we all need to get around on our journey toward road harmony.

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