Firehaus “captures the spirit of Vittoria” through launch of its manifesto film 

Vittoria, the world’s most advanced bicycle tyre company, has launched its official manifesto film at the opening of Vittoria Park, the new 5-hectare bike park next to the brand’s HQ in Brembate Italy. The film, created by Bristol-based brand consultancy Firehaus, summarises the development of Vittoria’s global brand repositioning under The Ride Ahead banner.  

Firehaus has been working with the business leadership at Vittoria since 2020 and set themselves the challenge of telling Vittoria’s potentially complex story in an attention-grabbing way – short, punchy and emotive – combining themes of freedom, innovation, environment and visionary leadership. The bespoke soundtrack was written and produced by Simeon at Leave By 11 and the v/o is by Antonia Campbell-Hughes. 

Ian Bates, Founder and Brand Partner at Firehaus comments, “We set out to capture the spirit of Vittoria – The Ride Ahead in a suitably innovative way for the world’s most innovative cycle tyre brand. By taking a very different route from the 5-minute yawn-fest that’s so often seen, we created a film for both internal and external audiences in a punchy format, delivering the key brand messages in an emotive way. The graphic approach, v/o and music combine to share the missionary zeal the brand has to give riders new experiences.” 

Group Chief Commercial Offcier, Ernesto Garcia Domingo says, “We worked with Firehaus to capture the essence of our brand to engage our staff and customers who are spread across the globe. We’re keen to share our view of the world with them, summed up in The Ride Ahead, to inspire them in a memorable way” 

The manifesto film demonstrates the consultancies’ pivotal role in the development of a global brand. 

Source: Firehaus

  Ernesto Garcia Domingo, Firehaus, Ian Bates, Vittoria