Huub Ribble


01 / BRIEF



Cycle brand Huub wanted to showcase a new collaboration with Ribble Cycles. This collaboration was announced by the formation of a new cycling team. The newly formed Huub Ribble Performance Academy represents the two brands, and coaches aspiring young cyclists.

02 / Concept

We created a short film depicting the cycling team making their way through Newcastle city centre. Our video team wanted to capture the excitement and speed of the cyclists, whilst positioning the Huub Ribble branding directly to the viewer. Filmed early in the morning to get the lighting of the sunrise over the city, we captured some dynamic shots and created a unique piece of film, suitable for social media posts.

03 / Result

The artistic film piece was featured across the social media channels of all the associated brands and partners, and generated a huge reach – direct to the target market. Brand awareness has increased, and applications for the academy has greatly increased thanks to our efforts.
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"The team at Edge have done a fantastic job, from our first meeting I was confident to give them complete creative control, and the results have been spectacular."
Paul Bryan
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