Loctite wanted to demonstrate the strength and reliability of its industrial adhesives — not in a lab, but under real-world, high-impact conditions. Their goal: prove that Loctite bonding could replace welding in a performance-critical environment.
To do this, they partnered with Fraction Bike Studios to create a fully bonded, weld-free downhill mountain bike — and asked Astor Place Inc. to tell the story.
“What if a bike held together with only Loctite adhesives could withstand the punishment of elite downhill racing?”
This concept drove the entire production. The video would follow:
• The design and build of the custom frame
• Testing by a world-renowned downhill rider
• Extreme terrain, high-speed conditions, and uncompromising scrutiny
This wasn’t a demo — this was a live-action proof of performance.
Astor Place Inc. handled the full production lifecycle:
Pre‑Production: Storyboarding, shot planning, logistics
Production: Multi-camera shoot, drone operation, on-location filming
Post‑Production: High-energy edit, motion graphics, color grading
Tech Trust: We highlighted the bonding process, adhesive specs, and engineering decisions.
Emotional Payoff: We captured a professional rider putting his life in Loctite’s hands, pushing the bike — and the product — to its absolute limits.
The finished film wasn’t just a brand asset — it became a sales tool.
• Used in client presentations and pitches
• Shared across Henkel’s global marketing network
• Instrumental in landing a major new customer deal
“This video helped seal the deal. It wasn’t just impressive — it built confidence in what Loctite can really do.”
• Authenticity builds trust: Real riders, real risks, real performance.
• Video shortens the sales cycle: The project proved that visuals can move decision-makers.
• Story is strategy: When told well, a video becomes more than content — it becomes conversion.
Ready to Tell a Story That Sells?
https://vimeopro.com/astorplace/8605749009
