2018 marked the launch of the new YT CAPRA. We’re well renowned for ‘out there’ marketing campaigns, and with the new GOAT on the horizon we felt it was time to release a video that didn’t necessarily fit the industry as we currently know it.
We like to raise the bar a bit – when developing our bikes as well as when it comes to presenting them to the world. When launching the latest CAPRA campaign, everybody knew that we had to go big. Whatever it was, it had to go off.
Challenge accepted, everything begun with ideas from our CEO Markus Flossmann, and Creative Director Andreas John. A spark of inspiration turned into a ten-minute short film, with an 80 man crew and Hollywood cast. Before we knew it our crazy ideas conceived in a meeting room in Forcheim became a reality. The idea, born in Forchheim, Germany in summer 2017. From there it was developed further together with the team from SHIFT in Bath, UK with pre-production planning taking place in London, UK. The crew came from all over the US, and so it’s fair to say that the final details and production delivery really was a tri-nation effort. The majority of the filming then took place in Lone Pine, USA in early January over the course of a week, before the rushes were sent back to London where the editing took place. Then before the final film was released it went back to the USA for sound design. There were also sections of the riding content filmed in Portugal and SoCal.
Return Of The Goat, which plays on the Capra’s name – meaning goat in Latin. The short film was shot across three days and nights on location in and around Lone Pine, California – a historic and well-used location for Hollywood films since 1919. A perfect setting to tell the story of a mysterious Goatman kidnapping mountain bikers with the aim of re-educating them around the shortcomings of their bike choice.
After a few stressful months of planning and creative development, the number of people involved in the production and post-production was around 80.
The mask was made by an extremely talented lady in Germany, but there were some post-production effects added – such as the blinking eyes.
Take a look below at some of our favourite behind the scenes shots from this project:
With 2019 just a glimpse away, are you ready for what’s coming next?
Photos: James Cheadle