As part of a creative pitch for Oakley, AND THE NEW developed and produced a powerful short film that showcased how the brand could connect authentically with real grassroots communities. Set on a dirt track in South London, this self-initiated project was designed to demonstrate our ability to tell human-centred stories through a high-energy, culturally attuned lens.

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We worked closely with local riders, gaining their trust and inviting them to share their passion and pride in a scene that often operates below the mainstream radar. Filmed entirely on location with our in-house crew, the piece blends intimate character moments with dynamic riding footage to immerse viewers in the world of South London’s dirt bike culture.

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To bring this to life in post, we embraced a fast, kinetic editing style—punchy cuts, layered sound design, and bold grade choices that matched the raw, unapologetic energy of the community. The result is a film that doesn’t just show the sport, but the spirit behind it—real, proud, and unmistakably authentic