The world of cycling videos is often glamorous, but what happens behind the scenes of a commercial shoot can be just as exciting as the final product itself. The preparation, conceptualization, and shoot day for our latest video were just as important as the final production. Here we'll give you an idea of the creative process that goes into producing an adrenaline-fueled video like "When Calm Turns to Chaos, Essentials 2023."

The plan was to take our viewers from calm to chaos in a single day. Initially, we wanted to start with calm, but as often happens in these situations, we quickly found ourselves plunged into chaos. Gabriel, our rider, was unfazed and threw himself into the action.

Moving into the next segment, the calm proved to be a difficult transition for all involved. But as we followed Gabriel through the open stretches of the road, just a few kilometers away, we were all able to relax and go with the flow. From there, everything flowed effortlessly.

Over the next 46 km of open road, we shot video and took photographs to capture the calm and unsettling silence one feels when in the zone. Here the filming was more "standard," as we covered kilometers quickly and chased Gabriel as he ate up the road ahead. We knew we wanted to capture the essence of the trip—the feeling of freedom, adventure, and escape from the hustle and bustle of everyday life. We wanted the audience to feel as if they were with us, experiencing the thrill of the ride.

Occasionally, we would pause and review the content, going through our storyboard checklist to ensure what we envisioned pre-shoot was captured. Before we knew it, it had all come together to encapsulate our initial title: "When Calm Turns to Chaos." Of course, there was still some magic to be done in the editing process to bring it to life in the right language, but what we had filmed was something we rarely capture perfectly, and that is an emotive connection to the initial concept of the collection.