Case Study: Citi Bike
Unlock a bike, unlock new york
WHAT WE DID:
Concepts • Scripts • Storyboards • Pre-Production • Production • Post-Production
Citi Bike wanted a video that to use on social media platforms for paid marketing and advertising. Originally they wanted a 2-3 minute video, but it eventually turned into 60-second with a 15-second cut-dowN.
Next we came up with 5 concept options. Citi Bike eliminated two of those, and then we wrote 3 scripts. From there, we workshopped with Citi Bike until there was 1 final script that was best in show. We then storyboarded the script and moved into other pre-production activities such as casting, finding a crew, location scouting and other logistics.
The shoot was a 3-day shoot spread out all over NYC and Brooklyn. After each day, we logged the footage and started immediately sorting to have as fast of a post-production time as possible. After the first edit, we sent it off to Citi Bike to review and provide feedback. After two more rounds, Citi Bike’s video was complete. Once complete, we wrapped the project. Mission accomplished!
Our locations included Central Park, Radio City Music Hall, Flatiron Building, West Side Highway, Manhattan Bridge, Williamsburg Bridge, West Village, Madison Avenue, Soho, DUMBO, Williamsburg, and Brooklyn Heights.
We custom built a trike to streamline our ability to shoot in the city and get high value production shots without having to close down streets and get lots of permits for shooting.
We needed to be fast and nimble to accomplish all of the locations and all of the shots in a 3 day period. So, we opted to buy a Trike (think rickshaw without the cab) and we outfitted the vehicle with a cage made of speedrail, which acted both as a mount for a camera as well as guardrails to prevent falling out. Watch this quick video showing how we made our trike!
Every project is different in terms of requirements. Take a look at what this project took to make!
38 days = 7 weeks
RFP & Proposal- 5 days
Creative Development- 10 days
Pre-Production- 10 days
Production- 3 days
Post-Production- 8 days
Wrap & Delivery- 2 days
A 60 second video with a 15 second cut-down for Citi Bike to use on social media platforms for paid marketing and advertising.
60 second final video
15 second cut-down with voice-over
15 second cut-down with no voice-over