Agency: Astra Media
Director/DP/Edit/SFX: Spencer Astra
When Shimano North America approached me to document the opening of Bellingham’s new Cedar Fever trail, the easiest path would have been a standard community recap—pleasant, well-shot, but ultimately forgettable. Instead, after early brainstorming with my partner at Shimano, we tapped into something far richer: the deep-rooted legacy and craft of trail builders using native cedar wood. By anchoring the narrative in that heritage, I sidestepped the typical fluff piece and gave the film an authentic emotional backbone. Leading the interviews myself allowed me to draw out intimate, candid stories from the builders, while seamlessly balancing that human element with high-octane cinematography capturing the raw thrill of the opening day and pro riders pushing the trail to its limits.
