A playful product commercial for Selle Royal’s NIVO grips range: shot across London and scripted around the daily chaos of commuting, where packed transport, broken umbrellas, and cancelling drivers build towards one simple reveal: comfort changes everything.
Selle Royal
Gusto Film
Tom Staniford
Socials
Youtube
Website
OOH
60s Hero
2 x 15s Socials
OOH Photography
8 weeks
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The Brief
Selle Royal had a new NIVO grips range to launch and a brief that went well beyond the product. The goal: position the brand as a champion of everyday comfort, with a story that felt genuinely relatable, human and entertaining. That meant taking the mundane misery of daily commuting, taking it up a generous notch, and finding a product payoff that landed with real surprise and meaning.
The Approach
Working with director Tom Staniford, we built the film around a chain reaction of familiar commuter frustrations. From broken umbrellas and soaked shoes to overcrowded public transport, each moment added to a growing sense of discomfort. Through close framing, dynamic camera moves and immersive sound design, we placed viewers directly inside the chaos. Running through it all was Nathan, a calm and quietly content commuter whose composure gradually became the film’s central mystery. Filmed across London (Walthamstow and Shoreditch) over two days, the production balanced humour, realism and visual craft to bring the concept to life.
The Impact
The final campaign transforms everyday commuter misery into an engaging and memorable brand story. By positioning NIVO grips as a simple source of comfort in an otherwise chaotic world, the film expands Selle Royal’s comfort-first philosophy beyond cycling categories. Supported by social, retail and OOH assets, the campaign delivers a relatable message with global appeal: life is tough, so find comfort where you can.
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"Really great experience working with Tom, Phil and the rest of the team. Super organized, easy to communicate with, and always thinking a step ahead, resulting in a smooth and stress-free process. They brought a lot of creativity and good ideas to the project while still being very collaborative and open-minded. You can tell they care about what they do and the quality of the work. Really happy with the final result and would definitely love to work with you guys again."
Ready to work?
If your campaign, launch or big idea needs moving image that actually moves people, let’s talk.
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Tom Staniford
60s Hero
2 x 15s Socials
OOH Photography
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