Production House: Freehub Media
Producer: Brandon Watts
Director/DP: Spencer Astra
Project Description:
Patagonia challenged Freehub Media to move beyond the typical "bluebird sky, perfect dirt" action reel. I came on board as the Director of Photography. The goal was to elevate the struggle inherent in mountain biking as the central theme. They wanted to validate the grit, the mud, and the exhaustion, using those moments of suffering to prove that the eventual reward is earned. The spot needed to be high-energy and visceral, ultimately supporting the tagline: "It'll be worth it. We promise."
To capture the authenticity of the "type-two fun," we coordinated shoots across three distinct locations, chasing difficult terrain and imperfect weather. We didn't hide the elements; we leaned into wet forests, tripping riders, and physical exertion.
Visually, the strategy relied on heavy contrast. We used raw, kinetic camera work to capture the claustrophobia of a difficult climb or a technical section. This made the eventual "payoff shots"—the sweeping vistas and moments of pure flow—feel genuinely earned rather than just aesthetically pleasing. The edit had to be relentless, mirroring the heart rate of the ride.
