Ghost E-Riot — a story-driven film from concept to final cut
Ghost wanted to move away from the usual high-energy stunt video for their new E-Riot e-MTB launch. I developed the concept, scripted and storyboarded the film, then ran production end-to-end across a four-day Highlands shoot and a two-week post turnaround.
150+
Photos delivered for marketing & social
30
Supporting video assets cut for different platforms
2 week
Week post-production turnaround for all assets
The brief
Ghost wanted something that felt real rather than the usual high-energy stunt video — a film that would inspire riders to take on their own adventures. My role was to develop the creative concept and oversee the entire production, from initial idea through to final delivery.
The project spanned a hero launch video, a full photography campaign, and a range of supporting video assets — all against a four-day shoot window and a two-week post turnaround.
How I approached it
- 01 Concept & narrative Moved away from extreme riding to focus on the feeling of setting off into the unknown — opening with a misdirect: a diver pulling a scallop from the seabed, before revealing the boat and bikes.
- 02 Script & storyboard Shaped the flow of the video within tight time and budget constraints, locking the plan before the crew set foot in the Highlands.
- 03 On-location directionStayed flexible to fast-changing weather, using the rain, mist and mud to make the footage feel more authentic rather than fighting the conditions.
- 04 Post-production management Managed the edit and feedback loops across Ghost's internal team, the agency and videographers under a two-week deadline.
From the edit
A run of supporting cutdowns and images produced from the same Highlands shoot.
The outcome
The final campaign delivered a story-driven film that felt real and engaging rather than a typical e-MTB launch — balancing storytelling with logistics across Scottish weather and tight timelines, while keeping a lot of moving parts aligned across Ghost’s team, the agency, and the videographers.
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