commercials

aws x UCI

featuring Vali Holl

I had the pleasure of working with AWS & downhill phenom Vali Höll on this film celebrating the launch of Cycling Central Intelligence (CCI) — a generative AI platform designed to transform how mountain bike racing is experienced.

Shot in Austria on Vali’s home track during a pivotal World Series race, the film explores the tension between instinct & data — and how deeper insight can reshape the way we understand performance. Although she didn’t take the win, the shift in outcome led us to rework the narrative into something more grounded & human — a story about pressure, precision & the razor-thin margins at the top of the sport.

Production came with its own set of challenges: we had just 20 minutes of dedicated filming time with Vali, and spent much of the shoot hauling gear up & down a steep, unforgiving downhill track — a proper test of endurance in itself.

In post, Gavin (editor & all-round technical wizard) brought the piece to life using 3D scans of both rider & course — building immersive wireframe worlds that allowed us to visualise AWS’s data in a way that felt embedded within the ride. It became our biggest challenge, and ultimately, the thing that made the film sing.

AWS x UCI

credits:

Client: Amazon Web Services & Warner Bros Discovery

Agency & Production Company: Cut Media

Director & Lead Creative: Brett de Vos

DOP: David Marques

Editor: Gavin Livingstone

Producer: Clara Cozens