CULTURE VÉLO ADVERTISING FILM - TOULOUSE

Production : Agence Première Classe
Direction : Nathanaël Minet & Maxime Thepot
Image and Sound : Agence Première Classe
Post-production : Agence Première Classe

Client : Cyclelab - Culture Vélo brand

The bicycle market has been slowing down since mid-2023. With the 2026 Cycling World Championships approaching, the Cyclelab group wanted to establish a presence on television for two of its brands, Culture Vélo and Bouticycle.

The window was tight. Our first meeting was on August 28th, and two 20-second spots were filmed, edited, approved by the ARPP, and delivered to France Télévisions by September 10th. Thirteen days from brief to delivery for two distinct films, each with its own shoot, talent, and regulatory filing.

Culture Vélo did not want a corporate or hyper-dynamic spot following modern "trends." The brand wanted to hear someone from the network talk about their work.

We filmed in a medium shot, looking directly into the camera, within the authentic setting of a shop. The speaker is neither a professional actor nor a performer, which is precisely what makes the film credible. All our efforts were focused on preparation.

The female voice-over only appears at the end for the sign-off, allowing the human element to take center stage throughout the rest of the film. A static map highlights the scale of the network, with over 80 stores across France.