ALICE WITH AN EYE

Bike frames that elevate the ordinary and perform for a lifetime. This campaign captures the authenticity of cycling through two 35mm film shoots featuring both men and women. Embracing mud, movement, shifting light, and quiet moments, the imagery celebrates the real experience of riding rather than an idealised version of the sport. The analogue medium brings warmth, texture, and nostalgia, reflecting SAFI Works' belief in the connection between rider, bike, and landscape. The result is a timeless, approachable visual identity rooted in cycling culture.