StreetLogic

Shot on cargo e-bikes weaving through San Francisco with real customers, the film reframes a tech product (360 cameras affixed to a bike) as something else: the reason you want to stay safe.

I love biking, and I love living in cities. But mixing the two can be dangerous. I made this video for Streetlogic's launch to help them spread the dream of safe urban cycling. StreetLogic needed to sell a dream as much as a product — safety on streets that are already hostile to cyclists. We developed the brief: "Your extra set of eyes on the road" to focus a tech product on a human story.

This was frankly a strange project to create – how do you film a safety video without showing crashes? When Streetlogic first approached me with a concept for the video showing all the crashes that their product would prevent, I scoped out the production costs for closing roads, hiring stunt performers and coordinators, and police escorts. I also pitched them on a completely different idea: one showing the real reason why we want to stay safe on the road – for our kids, and our adventures.

We filmed this on the actual cargo ebikes that were being used to build the prototypes. I sat in the front with a cinema camera on a gimbal, and we rode around San Francisco for a day with some of Streetlogic's real customers. This gave a docu-narrative feeling of authenticity to the stakes embedded in a tech product.