Emotional Goal

We wanted viewers to feel the grit, unpredictability, and ambition of an expedition-level adventure. More than showcasing features, the goal was to inspire riders to trust their gear and chase the edge, knowing the product would hold up when it mattered most.

The Mission

SRAM was preparing to launch the GX Eagle Transmission, a drivetrain built for durability, performance, and the hardest days on the bike. The mission was to help the launch resonate emotionally, using a real-world story to prove the product's reliability. We were tasked with transforming an ascent of Mt. Tupungato in Argentina into the narrative engine that would drive this launch.

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The Approach

SRAM handed us a unique challenge: bring a story to life using footage and photos shot by the athletes themselves.

Here’s how we approached it:

We conducted in-depth interviews with Margus Riga and Kenny Smith to map out the emotional and physical arc of their expedition. We built a narrative beat sheet around themes of resilience, uncertainty, and the pursuit of something just out of reach. Using both their supplied footage, we also filmed interviews with the athletes to form the backbone of the story. We sifted through raw footage and stills to uncover the emotional spine of the adventure, then built a cohesive arc that honored both the journey and the product.

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Testimonial

“I reached out to Port Side Productions for their help in leveraging an already-shot project in a new and exciting way. Pushing content beyond its original intent is never easy, and Cole’s team took on this challenge to find creative solutions and they did so with efficiency. The project had stunning photography, but it was the team at Port Side that pulled together a strong narrative thread. They did a fantastic job of taking a massive and unrelatable athletic feat, and humanized it through personalized storytelling.”

Stephen Matthews, Content Production Manager

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