SRAM
Ratio
Client:
SRAM
Role:
Sound Design
Type:
Commercial
Project Summary
SRAM designs bikes to "expand the potential of cycling". In collaboration with Looks Good, we formulated a sense of exhaustion and exhilaration inside the cyclists' head. We experience his struggle but when he shifts gears so does his mindset.
Design
To emphasize intensity, I warped the timing of exhausted breathing and matched them with rocket ignitions and helicopters. Inside the gears, I played with the raw source of the bicycles' shift sounds mixed with larger metallic movements to add weight. With the help of expertly engineered gears, the cyclist can easily push past his limits.