Following on from the creative refresh we gave Panaracer’s Gravelking line in 2024, the Japanese tyre brand came to us looking for a content series that spoke primarily to the retail side of the business.

With a complicated product family, covering a wealth of use cases, within Gravelking range alone, retailers and distributors had been calling out for some direction. We sat down with the team to really understand the nuance in the product and set out to speak to retailers to understand what they were missing.

From here, we built a modular script, suitable for the b2b audience, as well as to be translated into 3 languages and set about sorting a venue and a talent that could speak authentically to the range.

Enter Stuart Price and Condor Cycles, in London, who came onboard to support the project, not only with their warehouse but with Stuart’s passion and knowledge as a bike technician, mechanic and rider.

Over the course of the project, we produced 8 edits, in four languages, built for all of Panaracer’s B2B channels as well as their social platforms.

Commuter Films was our production partner for this and we couldn’t have been happier with their work.