Working alongside the GIANT Bikes team in Taiwan, Orbital was tasked with developing and delivering a creative concept from concept to delivery for all assets around the launch of the 2026 GIANT Contend - the brand's all round mid-level road bike for 2026.
Drawing on the concepts of riding as freedom and community, and with the architecture of Madrid, Spain as the background, Orbital developed a full asset suite that perfectly positioned the Contend as a must-have for commuters interested in precision and performance.
Director NEAL FAGAN / DP ALEX ARTEAGA / Photographer IVAN ARRIBAS / Ex. Prod WILL McCLOY / Studio Creative Direction JOOLS BEARDON / Head of Production RUTH MARQUES / Location Scout LUIS RINCÓN / 1AC NICOLÁS IBAÑEZ / 2AC ANA PEREGRINA / Photo Assist RODRIGO YELA / Artistic Runner SILVIA / Tuktuk Driver MADRIDTUKTOURS / Edit NEAL FAGAN / VFX Motion Graphics YU NISHIZUKA / Sound Design JOSE PLAZA / Colour MARIO LORENTE / Rider1 MADS SCHULZ / Rider2 UNAI RAMOS / Rider3 HIO YEN YI / Bike Mechanic ANDER MICHELENA
The challenge here? Balancing the performance aspect with the brand's desire to also project accessibility and community. Orbital's global campaign effectively walked the line, providing the client with the perfect positioning for their product, and the consumer with a clear narrative of everyday performance for all riders from the city to the open roads.
