Integrated television
and online campaign from 180LA includes never-seen-before mountain biking

Los Angeles— Two of
the world’s best free-ride mountain bikers flip for the Mitsubishi Outlander
Sport in an exhilarating new television and online campaign directed by Eric Crosland
of Sherpas Cinema and Accomplice
for Los Angeles agency 180LA.

Crosland captured spectacular shots of champion riders Cam
McCaul and Cam Zink performing stunts in rugged back country outside Virgin,
Utah. The results include a 30-second national television spot, Get There, and an online content series
that includes a white-knuckle ride along and behind-the-scenes material. The television spot features
the Mitsubishi Motors North America theme line “Find Your Own Lane” and
includes a shot of one of the riders executing a 360 back flip off a ridge and
over the Outlander Sport. “We traded a lot of ideas with the agency’s team and
ended up creating a unique adventure in Virgin, Utah,” Crosland says.

Crosland is part of the filmmaking collective Sherpas Cinema
the creative force behind Into the Mind and
All.I.Can, two of the most acclaimed
extreme skiing films of all time.  He
deployed some of the same groundbreaking production techniques to capture
action imagery for the Mitsubishi commercial. The shoot featured soaring
aerials, dynamic rider POVs and gorgeous automotive cinematography.
“We are always thinking on a macro and micro level simultaneously,”
Crosland says. “We want to get those banger shots jumping over cars but also
look for the textures and talent performance to really bring the humanity and the
“As a collective, we are always working together, exchanging
ideas and nudging each other to get better,” he adds.
Sherpas Cinema’s Dave Mossop acted as aerial director and he
noted that new technology is changing the aerial DP world. “The spectacular
canyon setting was a perfect venue to attempt some next-level shot ideas,”
Mossop observed.  “Cam’s flip over the car lasted only a split second, so
it was an awesome timing challenge to snipe that moment from the three most
optimal aerial positions.  The whole team came together and did such an
amazing job.  Blowing grass foregrounds with Zion’s magnificent sand-spine
backdrops were amazing.  Boo-yaka-sha!
Crosland says that he was inspired by the daring and
athleticism of McCaul and Zink, and their ability to perform under challenging
conditions. “It’s hard to jump in a windy place where your wheels turn into
sails,” he says. “Those guys did an incredible job with aggressive riding on
brutal terrain. They delivered the jumps and the stunts, as well as charismatic
talent performance.”
Titles:              Get
Client:              Mitsubishi Motors North America,
Agency:           180LA. William Gelner, managing
partner/CCO, Carl Corbitt and Anja Duering, creative directors; Joe Beutel,
copywriter; Rob McQueen, art director; Natasha Wellesley, head of production;
Dave Stephenson, senior producer; Nili Zakok, integrated producer; Suzy
Sammons, account director; Tamara Brown and Alexandra Pickett, account
managers; Loretta Zollicoffer, business affairs director.
Production:      Accomplice Media. Eric Crosland, director;
Jeff Snyder, executive producer.
Editorial:         Cut + Run. Steve Gandolfi, editor;
Carr Schilling, executive producer; Amburr Farls, senior producer.
Music:             Blonde Acid Cult
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