Scott Carlson is the founder of Juicy Studios, a production company that helps companies market their products through stories. His recent short, Siblings (Mountainfilm 2020), for instance, pokes fun at the upsides (and downsides) of growing up with siblings. Biking shots appear throughout the film, but it isn’t until the end that you realize the video promotes Diamondback. According to Juicy Studios, that’s their intent — focusing on the moments that products create, rather than the products themselves. Their company motto of “playing outside and calling it work since 2002” mirrors that ideal.