The Build Film by Instrument

Published on April 12, 2013


Instrument is an independent digital creative agency in Portland, Oregon. They conceive, design and produce digital content and integrated experiences for web, mobile and the physical world. A multidisciplinary team of strategists, designers, producers, storytellers, animators, creative coders and filmmakers.

Shot during the Fall and Winter of 2012, the movie captures the bike enthusiasts in iconic Oregon locations including The Gorge, Mt. Hood and downtown Portland, as well as their own workshops.

Instrument’s goal with The Build was to blend design and technology in groundbreaking ways. A labor of love, the project pairs traditional filmmaking with new school interactive experiences that push the envelope of current browser technologies like webGL and HTML5 video.


The Build combines the efforts of Instrument’s resident filmmaker, Truen Pence, Creative Director, Martin Linde, and many dedicated members of the team. The Build project is a continuation of Instrument’s exploration into delivering experiences that help evolve and deepen the connection between brands and consumers.



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