PAULA DE ANTA

X-BIONIC
THIS IS WHY ULTRACYCLING IS FOR YOU




Fashion Editorial - Performance Sportswear Cycling Drop


Endurance hurts. That’s the point.A brutal five-day ultra race became a cinematic drop — sweat, doubt, euphoria, repeat.A product forged for the grit of gravel, built to live in cycling culture, not just sell gear.













Creative director: Paula de Anta
Rider: Felix Albrecht
Director of Photography & Filmmaking: David Costa
Still Photo: Clara de Bustamante
Handycam Operator: Ferran Porta
Color Grading: Alfonso Martinez


“This Is Why Ultra Cycling Is For You” reframed a product launch as a test of limits. Built around the 7 Serpents ultra race, 850 km and 16,000 m of altitude, the documentary captured the physical and mental breakdown of endurance riding, structured in emotional chapters — curiosity, euphoria, disillusion, endurance. 

Featuring Félix Albrecht, Product Creative Lead, the film anchored the narrative, creating a phased rollout across social that built tension and anticipation before the drop. On-ground activations and a private screening allowed ride



Updated 24.10.31