I'm a Cyclist Brand Campaign

Fat Free xRaleigh


The Brief

With only 2% of the UK population considering themselves cyclists, Raleigh was keen to launch a campaign celebrating cycling as a fun and inclusive addition to your lifestyle. It doesn't matter how far or fast you go or what bike you have. It's about enjoying yourself along the way. 


The Approach

We wanted to play with some existing cycling stereotypes, pairing them against real people to highlight diversity within the cycling community and capturing the joy of cycling that exists beyond the ride itself.


03 The Audience

Our campaign was aimed at reluctant cyclists, people who cycle infrequently or those who lack the confidence to get on their bikes. 

Don't take our word for it...
As always, we’re absolutely delighted with the video that Fat Free have produced, and the video has been very well-received.We’re always impressed with their thorough approach.
Kat Thomson Product & Content Executive
The Team —


Director/Editor/AnimationNeil Rostance
ProducerAshley Gardiner
Executive ProducerKate Rostance
Director of PhotographyWill J Carman
Camera AssistantTodd Franklin
Stills PhotographerGuy Bettison
Next project
Fat Free x Raleigh