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PSA says 'Bikes Make Life Better'

May 17, 2011
PSA says 'Bikes Make Life Better'

LOS ANGELES — Production company Rabbit (www.rabbitcontent.com) and bicoastal directors Black Swan and Trevor McMahan teamed up with Minneapolis agency Colle+McVoy to create a new public service announcement for PeopleforBikes.org. The Website promotes a national bicycling movement that shows bicycling as a fun and healthy activity. It also calls for more bike-friendly lanes nationwide.

Bikes Make Life Better shows a diverse group of individuals, each of whom rides for a different reason. As the riders bike through downtown LA, they create, they cast colorful projections on the city’s iconic structures. The riders eventually gathers in an empty parking lot to gaze up at a projection that reads “Bikes Make Life Better.”

Rabbit directing duo +jacksonkarinja also collaborated on the Web-based PSA, serving as DPs. The PSA was shot over two nights in multiple locations throughout downtown LA and culminated with a gathering of local bike enthusiasts and friends for the filming of the final scene. Rabbit kept the production team small and nimble. Each filmmaker selected was a rider, infusing the PSA with an authentic love for the mode of conveyance. The action was captured primarily with hand-held Red cameras on modified Segways and minivans. Sniper shots from the tops of buildings ere captured with a Canon 5D. 

The character concepts were created by designer Brian Gossit and then animated by Black Swan, with a thematic focus on water, forest and desert.        

Arianna Tomasettiq at Final Cut LA edited the project, which runs 2:34. Woodpigeon provided the music.

Check out the behind the scenes video.