A destination film produced to promote the mountain biking trails at Mt Major in Greater Shepparton. The strategic decision was made early to move away from the high-intensity action aesthetic conventional to the sport, adopting a cinematic and landscape-led approach instead. The intent was to broaden the appeal of the destination beyond committed riders and position it as part of the region's wider outdoor offering — a deliberate reframing that gave the Council a piece of content that worked across a broader range of audiences and channels.