PELLS BRAND VIDEO: BEHIND THE SCENES
Originally, we just wanted to serve you a short photo report. But the main creator of the Pells Brand Video, Martin Bernard, had quite a bit to say. Not entirely about bikes, but all the more interesting because of that. We also asked a few questions to our ambassadors, who took on the roles of bikers as actors. The result is a less typical, rather long, but all the more engaging interview for our blog. You might want to read it as a reward after your afternoon ride :)
Hi Martin. Let’s start from the beginning: How did you get involved in filming the new Pells Brand Video?
Hi. At the beginning of the year, I was approached by Ondra Šimko, the new marketing guy at Pells and also a good friend of mine. He wanted to create a brand video for the newly revived bike brand. Something fresh that would show the whole range of their bikes in one coherent clip. A video that would give the brand a clear identity and neatly showcase everything Pells has to offer. And so we started planning.
How did you put the script together before the shoot? How did the main idea come about?
The goal was to create a short and impactful brand video. Since the shoot involved mainly ambassadors and company employees, it didn’t make sense to rely on complex acting performances. Still, I wanted to give it something extra. A thought. And so a simple concept based on contrast was born: to show side by side those “crappy” moments that cycling sometimes brings — rain, wind, mud, crashes — and the beauty that always makes it worth it in the end.
When and how did you choose the locations? What about the weather? And why did you choose Finale Ligure?
Choosing the location wasn’t easy. The video had to be finished by the end of March, when nature here is still in winter mode. On top of that, we were limited by air travel because of the e-bike — or rather its high-capacity battery, which can’t be transported by plane. That narrowed the list of possible destinations significantly. We ended up picking Finale Ligure – an iconic cycling destination. Then we just had to wait for a decent weather forecast and we were good to go.
How long before shooting did you scout the spots?
With such a large group, we couldn’t afford to go in completely blind, so Vojta (our drone pilot) and I left two days earlier. The goal was to check at least some of the locations, get a feel for the area, and verify access to the places I had selected in advance, based on great advice from local MTB guide Dominika Durčáková. We had plenty of options for mountain biking, so we focused more on finding nice roads for road bike shots — and we found almost everything we needed.
Did you have any kind of schedule that adapted to weather, location, or the number of people needed for each shot?
Having a schedule is absolutely essential for a shoot like this — especially with so many people on set. You also need to be ready to adapt on the fly due to sudden weather changes. That’s why thorough prep and scouting are so important. Luckily, we mostly moved as a single group and had all the riders nearby. As soon as we finished one scene with a particular bike, we could immediately shift to the next one.
What if something didn’t go according to plan?
Of course not everything went as planned. For example, during scouting we found a beautiful MTB trail with a sea view — perfect visually — but I didn’t realize at the time that the bike we planned to shoot there wasn’t meant for such technically demanding terrain. From a filmmaker’s perspective, it looked amazing. But from a rider’s perspective? Totally different story.
Your work didn’t end with filming – you still had to back up and review footage. And I guess you also planned the next day depending on the weather?
Backing up footage at the end of each shooting day was a must — and not just once. But we didn’t have much time in the evenings. We usually got back to our accommodation around ten, had dinner and a well-deserved beer. Then we quickly skimmed through the material to check what we had. There was no time to waste — we had to stay on pace and not let one bike delay us from filming the others we needed in the video. After all, there were five of them.
With so little sleep and high concentration, this must be physically exhausting. How long does it take to recover from something like that?
I’m pretty used to this kind of production schedule — and the people I work with usually know what they’re getting into. It’s demanding, but in hindsight I mostly take away great memories. Of course, the fatigue from days of early mornings and constant movement does hit, and sometimes I feel it even days after returning — but it’s worth it.
Shooting continued in the Czech Republic too. What exactly was finished here? Any special filming or post-production techniques used?
From the start, Vítek (our cameraman) and I were determined to dedicate more time and care than our budget technically allowed. We spent several days in the studio preparing — testing different ways to mount cameras on the bike frame, designing custom rigs for filming from a car, and trying to find efficient ways to get great footage while making our field work easier.
Because of bad weather forecasts, our departure for the shoot was delayed multiple times, so we used that time to film selected shots against a greenscreen. We focused mainly on details — derailleurs, splashing mud, riding in the rain, and so on. We even tested river crossing in the studio. In the end, we shot that in real terrain, but trying it indoors was pretty fun.
Every studio shot took a lot of time — from building the set to complex lighting, fans, and water spraying to realistically simulate outdoor conditions. One of my favorite scenes was the rain. Because of the amount of water, we had to move the greenscreen outside in front of the studio and use a hose and blower to create the rain. The problem was, it was around freezing outside — and being hit with water and wind wasn’t exactly pleasant, but the result turned out great.
Once we got to Finale Ligure, the plan was clear – make the most of every day and shoot all five Pells bikes in the best possible conditions. It was a lot. Three and a half days of filming and relocating were just about right. When we got back, we still had to shoot a few intro scenes showing the tough parts of cycling and figure out how to naturally include Eva Samková, who couldn't join us in Italy.
“I don’t get to do this kind of filming often. In the studio, it was pretty hard to hold the ideal position, but at the same time it was fun and super interesting to see the final result. Overall, I think the video is amazing! It pulls you in and doesn’t let go :)”
Eva Adamczyková
How long does post-production take? It’s probably more than just cutting — there's sound, color, export…
Post-production was quite time-consuming — not just classic editing but also greenscreen compositing, voiceover, sound design, and other final touches. The hours our team poured into it are basically uncountable. You can see how it all came together in our short behind-the-scenes video.
The “actors” weren’t real actors, but ambassadors and friends — how was it working with them?
No acting was needed on set — the main thing was that the riders were genuinely good, and these people definitely were. Big thanks to them for their performances and patience during shooting.
Are you happy with the result? What’s your take on the new Pells?
Pells was one of the first bikes I ever bought, so it’s close to my heart. I really like the direction the brand is heading, that someone decided to give it a second chance and revive it. I’m grateful I could be part of it. Wishing many more kilometers and thanks for letting me be involved.
5/5 html Zkopírovat Upravit
And what do our “actors” think?
The casting was basically clear from the start. We didn’t need actors. We needed people who knew how to ride bikes. And we’ve got plenty of those around. So we recruited from among our ambassadors and co-workers.
Everyone nailed their new roles. And it wasn’t always easy. Early mornings, late nights. Some technically demanding segments even for experienced riders. And it was cold. Actually, it was freezing most of the time. One day our fingers were numb, and our noses looked like clown red balls.
What was the hardest part of the whole shoot for you?
Anett – Probably when Tom (Novotný) and I were sprinting uphill in the village of Castelvecchio di Rocca Barbena. The incline was bigger than I expected. After several takes up to the corner, my legs gave out. I thought: “This is it. You came to Italy to perform, and now you’re going to die here.”
Matěj – Definitely the first day of riding. We were already tired on arrival and jumped straight on bikes at one of Finale’s famous trails. At first, it felt like a relaxed XC ride, then it turned into full-on enduro. Some shots were repeated six times. Fear faded — and so did energy.
Did you experience any unforgettable moments?
Anett – What stuck most was when we were frozen to the bone, standing at the viewpoint for the final shot. Just quietly staring at the landscape and the sea. That moment hit me only later when I saw the final video. I thought: “Anče, that was a hell of a ride. No one will take that away from you.”
Matěj – It’s hard to choose one. Day 1 — hard riding. Day 2 — endless tube change. Day 3 — wind at the turbine almost blew me away. Day 4 — perfect final shot and pizza before heading home. The whole thing was flawless.
What did you enjoy the most?
Anett – I loved the atmosphere and being part of something new. Great location, great people. OK, I’m lying — the best part was the gelato on the square when we had 30 minutes between takes :)
Matěj – Hard to pick one. Probably the warmth inside the car after we nearly froze to death :-) But also: mountains, bikes, beer, beach. A killer combo for a few days.
How did you like the crew and their work?
Anett – It was the first time I witnessed something this massive. The crew was insanely dedicated and worked like a well-oiled machine. Everyone had their own angle, and together they made something great. Respect for their patience too.
Matěj – I thought I had a clue about filming. I didn’t. The whole team was on another level. It was like a precision-engineered mechanism where everything just works.
Did you like the final video?
Anett – It’s not just about the final video. It’s the whole story behind it. The video is just the cherry on top ;)
Matěj – The important thing is what the audience thinks. So far, I’ve only seen super positive feedback. That’s the best reward.
Would you do it all again?
Anett – When’s the next shoot? I’m incredibly grateful. This is what a passionate cyclist dreams about. Great crew, epic location, and unforgettable memories ❣️
Matěj – Shooting with this crew was amazing. I’d do it again without hesitation. I think we all left with big smiles, full of excitement, adrenaline, and unforgettable moments.
What to say at the end? Thank you. Thanks to the entire production team and our (non-)actors for a great performance. And thank you too, for reading all the way here.
Who took part in the shoot: Eva Adamczyková, Martin Bernard, Adam Brachtl, Renáta Dychusová, Aleš Foff, Martin Halčin, Petr Hampl, Radek Jastrzebski, Matěj Kormunda, Vít Kratochvíle, Eliška Macošková, Petr Malý, Tomáš Novotný, Anetta Nytraiová, Vojtěch Pollák, Ondřej Šimko, Šimon Tietz, Matěj Urbaczka, Michal Zapletal.