Ventete release new aH-1 helmet campaign
ArtPractice's Maria Lax directs two films for Ventete’s aH-1 helmet, capturing the effortless flow of city cycling.
){kind=avatar}
Director and photographer Maria Lax brings an authentic, editorial style to two new films created for high performance luxury brand, Ventete. The films mark the launch of Ventete’s first product, the aH-1 helmet.
The films, Night and Day, are shot against the recognisable architecture of London and celebrate the natural flow, style and ease of city cycling. Lax uses light, movement, and carefully composed angles to create a sophisticated yet dynamic portrait of modern urban riding.
Night, incorporates filtered, colour-drenched scenes, brought to life through Lax’s signature visual style. She creates a stylised yet naturalistic world of free-flowing movement, vibrant energy and effortless cool. Day, filmed in the heart of East London on a quiet Sunday morning, mirrors Ventete’s monochromatic identity. Presented in black and white, the film is rich in contrast, texture and graphic compositions, layered with the calm presence of London’s architecture.
Both films embrace the spontaneous, improvised moments of real city cycling. The project captures the beauty of the unscripted, reflecting a life that is moody, dynamic and unmistakably London.
Lax said: “We wanted the films to bring the product to life and show it in a city environment in an effortless way. London is definitely a major character in both films, all the locations are spots I love cycling through. Some of our references were skateboarding videos, so parts of these films were shot on a DVcam to bring that free, easy feel to the footage.”
"These films are all about movement, light, and that rhythm you find when the city almost opens up for you."
This project was all about subtlety, and sophistication without shouting. Maria achieved that balance between the real and stylised effortlessly." Dan Tobin Smith, Founder and Creative Director, Art Practice.
"The aH-1 is about elevating the everyday. Maria’s films capture that spirit in a way that feels genuine and aspirational at the same time." Colin Herperger, Co Founder and CEO, Ventete.
