The story of Trek’s 2021 April Fools’ Day release of our latest collaboration with IFHT Films, Once Daily Bikes by Trek, is a familiar one to anybody who has worked through the challenges of the last year. The initial shoot, scheduled for March 2020, was canceled as Trek and the Vancouver-based filmmakers came to the realization that shooting anything while the COVID-19 pandemic began its rapid spread throughout North America would be impossible.

With the shoot cancelled, both parties worked independently on their respective full slate of projects. But by early fall, the concept for a spoof on the highly predictable narratives of modern pharmaceutical advertising seemed more relevant than ever in a world seeking a remedy to some overwhelming problems.