The Attack is not just a bag. It's a bag with a 20 year history, with stories and memories, rips and tears. It's this heritage we aimed to highlight for the launch of the all-new Attack – on the year of its 20th anniversary – showcasing how legacy has informed the future.

Structured around snippets of short stories voiced by riders who have used various iterations of the Attack of the decades (including legendary Hans Rey), we painted a picture of the backpack's evolution and how it's been at the centre of adventure for 20 years.

A mixed-media approach using archival footage, stills photography and design drawings showcases the longevity, constant innovation and sustainability of the Attack, while riding footage shot in the mountains of Torridon demonstrates that it's ready for the next 20 years of mountain bike adventure.

Client:
 deuter
Production: Loose Ends

Creative: Dominic Simmons, Craig Thomson
Director, DOP: Dominic Simmons

Producer: Craig Thomson
Camera Operator, Drone: Miles Trotter
Editor: Jack Haggerty, Dominic Simmons

Colour: Nielsan Bohl
Music: Builder's Tea
Audio: Keith White Audio
Photographer: Dan Griffiths