---
title: Crazy Lenny's Bike Video Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-31-crazy-lennys-video-sync-98444526.md
tags:
- video-production
- video-marketing
- crazy-lennys
- dual-format
- in-store-display
- product-video
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Crazy Lenny's Bike Video Strategy

## Overview

This article documents the video strategy developed for Crazy Lenny's e-bike product video, as aligned between Karly Oykhman (Asymmetric) and Dan LaCloche (videographer) in their October 2025 scope sync. The project centers on a dual-format video approach designed to serve both in-store display and digital advertising use cases from a single outdoor shoot.

See also: [[clients/crazy-lennys/_index]] | [[meetings/2025-10-31-crazy-lennys-video-sync]]

---

## The Dual-Format Strategy

The core insight driving this project is that a single shoot can yield two distinct deliverables optimized for different environments — without doubling production cost.

### Format 1: Silent In-Store Loop

- **Length:** 1–2 minutes (closer to 1 min preferred, matching the client's inspiration video)
- **Audio:** None — designed to play silently in a retail environment where background music is already playing
- **Text treatment:** Bold on-screen text for feature call-outs (e.g., braking system, key specs)
- **Rationale:** Customers glancing at an in-store display screen won't pause to listen; readable text ensures the message lands regardless of ambient noise

### Format 2: Web / Ads Version

- **Base:** Identical to the in-store version
- **Addition:** Scripted voiceover reading the on-screen text, recorded by Steve (Crazy Lenny's owner)
- **Use case:** Online ads and web placement where audio is expected and adds engagement
- **Rationale:** Minimal additional production effort; voiceover is layered onto the existing edit rather than requiring a separate shoot

---

## Why This Approach Works

The dual-format model solves a common tension in retail video production: **in-store and online contexts have opposite audio expectations**. Rather than compromising with a single version that underperforms in both environments, this strategy produces purpose-built outputs from shared footage.

Key principles applied here:

- **Silent-first design** — build the in-store version to communicate fully without audio; the web version is an additive layer, not a redesign
- **On-screen text as primary communication** — bold, centered text functions like subtitles but is designed as the primary channel, not a fallback
- **Voiceover as a lightweight upgrade** — scripted to match existing text, keeping post-production simple and cost-contained

---

## Shoot Parameters

The footage underpinning both formats comes from a single outdoor location shoot:

- **Date:** November 11, 9:00 AM start (scout/prep), shooting from ~9:30–10:00 AM
- **Duration:** 2–3.5 hours
- **Location:** Local park with water and bridge features; no permits required (guerrilla-style)
- **Talent:** Steve (owner) + two cyclists from Crazy Lenny's
- **Equipment:** Camera + drone (simplified drone shots; complex arcing moves out of scope)
- **Asymmetric on-site:** Mark Hope (pending availability confirmation)

The outdoor setting was driven by the client's reference video and his stated desire to "get it done before the leaves turn" — a cue that immediately signaled an exterior shoot rather than the originally scoped in-store glamour shot.

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## Scope & Pricing

| Item | Detail |
|---|---|
| Original quote | $2,500 (based on simple in-store shoot) |
| Revised quote | $3,000 |
| Delta | +$500 for outdoor location complexity and drone work |
| Deliverables | 2 video versions (silent loop + voiceover web cut) |

The price increase was necessitated by a scope misunderstanding at intake — the initial quote assumed an in-store glamour shot; the client's inspiration video and outdoor intent required a more complex production. Karly acknowledged the miscommunication was on Asymmetric's side (quote issued before the inspiration video was reviewed).

---

## Pending Approvals (as of meeting date)

- [ ] Steve (Crazy Lenny's) to approve revised $3,000 scope — Karly presenting Monday
- [ ] Mark Hope availability for Nov 11 shoot — Karly to confirm
- [ ] Dan LaCloche to receive final go-ahead from Karly by Monday afternoon

---

## Generalizable Lessons

> **Get the reference video before quoting.** The scope gap here originated from quoting based on a verbal description ("glamour shot") before seeing the client's inspiration material. A brief intake step — "send me any examples you like before I price this" — would have surfaced the outdoor/drone requirement immediately.

> **Design for the primary environment first.** The silent-first approach is the right default for retail display video. Voiceover is an additive layer for secondary channels, not the starting point.

> **One shoot, two deliverables** is a strong value proposition for clients with both in-store and digital needs. It keeps costs reasonable while giving the client format-appropriate assets for each context.