Limitless is a new British cycling brand that launched off the back of a fantastic summer for British cycling in 2012. The brand has been making significant strides in the highly competitive world of cycling apparel.
Pendragon was briefed to create an animation film with a difference, one that used the psychology of cycling as its starting point. Inspired by The Chimp Paradox, a book by sports psychologist Dr Steve Peters, the idea was to create an animated chimp that would play the role of the primeval part of the human brain, the part that is always looking for an easy life, something that every cyclist has battled with.
We teamed up with animation partner KeyFrame Studios to produce the cheeky 3D character. The video gained over 20,000 organic views on YouTube and helped set the brand apart from others in the marketplace.