Project: Tru-Tension National Launch Commercial –Cycling Product Range Post-Dragon’s Den Investment.Part of Tru-Tension’s nationwide marketing campaign to debut their new cycling range.

Pedalling Innovation into the Spotlight – National Commercial by Superhuman Group

When Tru-Tension secured investment on the BBC’s Dragons’ Den for their innovative cycling products, they needed more than just a TV moment. They needed a cinematic, national launch commercial that would position their new cycling range as premium, performance-driven, and ready for riders across the UK.

Enter Superhuman Group. As their production partner, we delivered a complete, multi-day shoot across multiple, high-impact locations to capture every angle of the product in action. The aim? To craft a visually stunning and technically precise commercial that not only showcased the product features, but also inspired cyclists nationwide to make the switch to Tru-Tension.

SERVICES WE PROVIDED

Location Scouting & Multi-Day Shoot Management. Chase-Vehicle Filming. Aerial Drone Operation. VFX Soundstage Filming with Green Screen & Product Shots. Multi-Camera Crew Deployment. End-to-End Post Production Services.

CLIENT FEEDBACK

"Superhuman Group absolutely nailed the vision for our national launch. The combination of dramatic locations, precision filming, and slick post-production has given us a commercial that we’re proud to run across all our channels. This is exactly how we wanted to introduce our cycling range to the UK market."

— Chris Frappell, CEO –Tru-Tension

The Brief

Following their successful Dragons’ Den pitch and investment, Tru-Tension wanted to capitalise on the momentum with a bold, cinematic commercial that would establish their cycling range as both high-performance and accessible. The creative brief called for a multi-location shoot that could bring together dramatic landscapes, close-up product precision, and a premium brand feel. The commercial needed to work across TV, digital platforms, and retail displays.

The Solution 

• Chase-Vehicle Filming through iconic cycling routes including Cheddar Gorge and the sweeping climbs of Black Mountain in Wales, capturing high-speed product-in-action shots with cinematic flair.
• Aerial Drone Operation to showcase dramatic landscapes and convey the sense of adventure and freedom associated with cycling.
• VFX Soundstage Filming using green screen to create dynamic motion-control product shots, enabling versatility for future edits and multi-platform adaptations.
• Precision Product Close-Ups highlighting Tru-Tension’s innovative engineering and attention to detail.
• Multi-Camera Crew Deployment ensuring simultaneous coverage of performance riding, lifestyle sequences, and product hero shots.
• Full Post Production including Editing, Colour Grading, Mastering, Royalty-Free Music Licensing, Motion Graphics, and integration of VFX composites —all in line with Tru-Tension’s brand identity and launch campaign tone.

The Outcome

✅ Produced a high-impact, cinematic national launch commercial for Tru-Tension’s cycling product range.
✅ Delivered a seamless blend of dramatic location footage and controlled studio VFX shots.
✅ Showcased product features in a premium, aspirational way while maintaining broad market appeal.
✅ Created multi-platform edits optimised for TV, online, and social media channels.
✅ Aligned all creative outputs with Tru-Tension’s brand guidelines and post-Dragons’ Den campaign objectives
✅ Provided a complete end-to-end production service from planning to final delivery.
✅ Positioned Tru-Tension’s cycling range as a standout offering in the competitive UK cycling market.