Gradient Cycling opens pre-orders for Team Kit 27, its new race kit. This seven-second launch ad sends three riders past words too big for the frame, while a ride clock and a speed readout keep score, the way a race looks on TV.
- 7 s long
- 5 shots
- 02:41 on the ride clock
- 42 km/h on the flats
- 2.1× speed ramp
- 16:9 + 1:1 sizes
Five splits on the race clock
The film runs like a stage on television: each shot is a split, and the time code is the clock. The road, the field and the three riders stay the same all the way; what changes is the word above them and the figure in the corner. The film has no voice and no music track: every word is on screen, so it reads on mute.
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00.0
Team Kit 27, pre-orders open
Three riders roll left to right on a flat road. TEAM KIT 27 sits across the sky in the red-to-orange gradient, and a small line reads “New · Pre-orders open”. The name of the product is in the first second, before any rider has passed.
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01.4
Long rides, the clock at 02:41
The camera comes in on the leader. LONG RIDES takes the top of the frame, and a ride-time box in the corner counts past 02:41, the way a broadcast shows how long the riders have been out.
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02.6
Three abreast, 42 km/h on the flats
All three riders are back in the frame under FAST FLATS. The corner box now reads speed in km/h and climbs toward 42. This readout was a note from the chat: “Add the speed on screen.”
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03.8
A 2.1× ramp, and the name flies in
The footage speeds up to 2.1 times, speed lines streak across the road, and GRADIENT flies in over the riders. It is the fastest second of the film, and it answers the second note: “Make it feel faster in the middle.”
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04.8
Gradient Cycling at the line
The riders settle back to speed under GRADIENT and CYCLING, and the end card holds for the last seconds. A gradient rule underlines the call, which asks viewers to pre-order the kit.
Riders pass in front of words too big for the frame. A ride clock and a speed readout keep score, and the name arrives at full speed.
Race TV for long rides and fast flats
Gradient Cycling is the cycling brand behind Team Kit 27, a new race kit with pre-orders open. The brief names the viewer plainly: riders who train for long rides and fast flats. Those are the two words the film puts in the sky.
People who train like that watch races, so the film borrows the race broadcast. The ride clock and the speed readout are the graphics they know from a stage on TV, and the figures are the ones they chase on their own rides: hours in the saddle, speed on the flat.
The ad never stops to explain the kit. It shows riders at speed, gives them a clock and a number, and lets the brand's name arrive at the fastest point. For a launch, that is enough to say what is new and who it is for.
Black and white under the gradient
The brand's kit is four colours: ink #0C0C0E, chalk #F1F1EC, red #FF2D55 and orange #FF9A1F. The film runs the red into the orange as one gradient, the brand's own name made visible, and keeps it for the big words and the thin rules under the riders.
The footage is graded to black and white. In colour it fought the gradient; in grey the gradient is the only colour left. The big words are set in heavy italic capitals, and the clock and the speed are set in a monospaced face, like a timing screen. The kit's tone words are fast, loud and precise, and the motion follows them: riders always moving, words that arrive hard, figures that count.
One peloton in 16:9 and 1:1
The chat asked which formats, and the answer was both. The 16:9 film at the top of this page is the wide one, for YouTube, a site's header and anywhere a race would play. The 1:1 beside the splits is for the square feed post on Instagram and Facebook.
A square cut of a wide road is not a crop. The first 1:1 lost the third rider at the edge, so the studio framed it again. The film's files are an MP4 (6 MB), a MOV (210 MB) and a WebM (4 MB). The post on the sizes that matter covers where each format runs.
One line, two notes, a faster middle
The film began with a single line in FoxyLab's chat: “Launch ad for our new team kit, pre-orders open, make it feel like race TV.” It is a short brief, and a good one-line brief: it names the product, the news and the feeling.
FoxyLab asked four questions back, and the chat answered: an ad, fast like race TV, both 16:9 and 1:1, and pre-order as the call. From those answers came a product launch, seven seconds long, for riders who train for long rides and fast flats. The film took 13 minutes from the first line to the cut.
Two notes came from the chat. “Make it feel faster in the middle” became a 2.1× speed ramp from 3.8 seconds, with the rest of the film at speed. “Add the speed on screen” became the readout in shot 3, the one that climbs to 42 km/h.
Two more changes came from the studio's own check before the cut. The colour footage fought the gradient, so the film was graded to black and white. The square version lost the third rider, so the 1:1 was framed again.
What riders ask about the film
How long is the Gradient Cycling ad?
Seven seconds, in five shots: Team Kit 27 with pre-orders open, long rides with the ride clock, fast flats with the speed readout, a 2.1× ramp as GRADIENT flies in, and the Gradient Cycling end card.
Why is the film in black and white?
The colour footage fought the brand's red-to-orange gradient. Graded to black and white, the riders stay sharp and the gradient words are the only colour in the frame.
What do the clock and the speed on screen show?
They are race-TV graphics: a ride-time box that counts past 02:41 in shot 2, and a speed readout in km/h that climbs to 42 in shot 3. The speed was added after a note in the chat.
Which sizes was it made in?
16:9 for YouTube and sites, and 1:1 for square feed posts. The 1:1 was framed again so the third rider stays in the frame.
Does the ad have a voice or music?
No. The film has no voice and no music track. Every word is on screen, so it reads with the sound off.
