This satirical promo explores one truth every rider knows: when you’re obsessed with bikes, everything starts to look like a bike. A floor buffer becomes handlebars. A desk fan spins like a wheel. Even a dish rack starts to look like singletrack. “Distracted” captures that itchy, pre-race headspace where every part of your daily life turns into a trail, and all you can think about is breaking free.

This piece is classic Culture Pop. Satirical, visual, and cut with rhythm. We took a simple concept (what if everyday life looked like the bike?) and leaned all the way in. Shot on location in Santa Rosa, CA, we used stylized lighting, sharp sound design, and smart visual metaphors to blur the lines between reality and ride obsession. The result: a kinetic, deadpan promo that resonates with cyclists and creatives alike.

That “patient” in the doctor’s office? Yeah, that’s pro rider Pete Stetina.