Cut to the Chase #8
In this month's edition ?
?? Take part in our quick questionnaire and support a great cause
?? We won GOLD at the Clios
?? How to mix social-first concepts with YouTube
?? Creating an e-bike buzz for our partners at Cannondale
?? The many misconceptions of your video's hook
?? Fresh Cuts, one month into our creator programme
We want to hear from you ??
If you’re a Brand Manager, Chief Marketing Officer, Head of Content, or responsible for a sports partnership, we’d like to hear about your goals, ambitions, and the challenges you’re facing and explore how content can help you overcome them in 2025 ??
By completing our five-minute questionnaire, you’ll help us understand what’s important to you and provide us with a snapshot of the current landscape. As a thank you, for the first 50 responses, we will donate ￡5 to our chosen charity, Motor Neurone Disease Scotland.
Our trophy case just got a little heavier...
A year and a half in the making, our collaboration with the team at Red Bull showcased a fresh perspective on Formula 1 that finally captures the true speed and excitement of the sport.
And we're super grateful that our film 'World's Fastest Camera Drone vs F1 Car (feat. Max Verstappen)' is being recognised as some of the best in branded sports entertainment globally ??
It was such a privilege to bring this project to life with Red Bull and Dutch Drone Gods and see the results—massive shoutout to all the teams involved ?
Mixing social-first concepts with YouTube content ??
Delivering standout content that performs across multiple platforms is a challenge we thrive on when creating branded campaigns.
Built around a simple yet relatable idea—a bench—we worked closely with Canyon to showcase Gabriel Wibmer's technical riding brilliance and personality through creative transitions, dynamic filming techniques, and content perfectly crafted for his YouTube audience—ensuring we optimised the edit for 9:16 formats, too.
The result? A world-class, long-form athlete film packed with concepts that perform across multiple channels. Watch the full film HERE.
Modern e-bikes are reshaping urban travel ??
Partnering with Cannondale, we set out to showcase the all-new Mavaro's all-weather, all-terrain capabilities in a way that positions the brand as a category frontrunner ??
Our challenge? To celebrate the fearless riders who redefine the daily commute and beyond—those who hop on and keep going, no matter what the elements throw at them ??
We had a blast bringing this creative to life, taking the bike—and Sanne—through all seasons and breaking the fourth wall to create something memorable and fun for their audience. A huge thanks to the Cannondale team for trusting us with this project!
Watch the full film on YouTube HERE.
Six things we've learned about developing a video's hook ??
Hooks are often seen as shocking, funny, or gimmicky attention-grabbers—but they don't always have to be.
We've noticed some brands shy away from hooks, fearing they'll compromise on quality or classiness. But a hook isn't a gimmick; it's a strategic tool to draw your audience into your world. And yes, it can be done in an impactful and high-quality way.
Read Stu Thomson 's six tips for perfecting the hook HERE.
Fresh Cuts: The Story So Far ??
We believe in the power of storytelling and the importance of investing in the next generation of creators. Leading Fresh Cuts—a six-month program teaming up with Developing Mountain Biking in Scotland, Scottish Cycling, and Screen Scotland—has been such a rewarding experience. And it's only just getting started.
Fresh Cuts is all about opportunity and empowerment: providing talented individuals with hands-on experience in outdoor filmmaking, building technical skills, managing productions both on- and off-set and creating a pathway into an industry that can be tough to break into.
We're working with seven incredible participants—from athletes to YouTube creators, film students, and young creatives—all united by their love for cycling, content creation, and Scotland, of course!
This project isn't just a training programme; it's about giving back to the community that shaped us and ensuring Scotland continues to shine in the global content space. By supporting diverse talent and celebrating unique career paths, we aim to keep Scotland at the forefront of branded content.
We're only one month in and already amazed by the creativity, energy, and ideas coming to life. Here's to the future of content creation in Scotland ??
Inspiration station ??
Here's a roundup of our favourite links from our Slack channel, where we share our favourite campaigns, cool content, or just really great tunes ??
Learn more about our work here, and subscribe to be notified when our next newsletter goes live ???
Looking for a creative partner for your next campaign? DM us; we'd love to chat ??