DIRECTORS at a Bournemouth-based film company have created an advert inspired by the freedom of cycling for a national campaign.

LoveLove Films was commissioned by transport charity Cycling UK to create a commercial for Bike Week, which takes place between June 10 and 18.

Creators issued a casting call, receiving more than 400 applications from cyclists within just three days.

Selected participants filmed the advert, which combines live-action footage and 2D animation, in a green-screen studio.

Bournemouth's famous seafront even made it into the final advert in animated form.

The video has had more than 61,000 views since its release.

LoveLove Films was established by Georgina Hurcombe in 2010, when she was just 25.

Since then, the company has made adverts, TV documentaries and four pop videos for Joss Stone.

More recently, it made Martin Clunes: Riding Therapy, in which the Doc Martin star visited the Fortune Centre of Riding therapy at Bransgore.

The company was chosen by Cycling UK to make an advert after charity bosses hailed its team of "committed creative folks" for their "spirit" and "passion for creativity and cycling".

Hanif Jetha, a Dorset-based cyclist who appears in the final advert, said: “My experience on set was cracking.

"I've really enjoyed it.

"Getting involved in projects like this is important to me because it's about community."

David Murray, Cycling UK’s head of communications and campaigns, said the charity wants everyone in the country to rekindle their childhood love of riding a bicycle as part of Bike Week.

"More than five million Brits already love cycling," he said.

"Our love of it at Cycling UK means we want more than five million people enjoying the ride.

"We want everyone in the UK to rekindle their love of cycling, or fall in love with it for the very first time."

For more information on how to get involved, visit bikeweek.org.uk