From the release:

London creative production company, Builders Club and Amsterdam-based luxury e-bike brand, VanMoof, launch a new campaign introducing the S5 + A5 bikes. Nine years in the making with refined features, new frames, and the latest unique VanMoof tech the new S5 and A5 bikes give for seamless cruising through cities and setting the standards for e-bikes worldwide.

Builders Club and VanMoof continued in their creative collaboration for VanMoof’s latest launch, having worked together previously on various other campaigns for TV and socials. The creative production company was tasked with creating hype films, product films, and a launch film which was to be presented at VanMoof’s online live launch event.

The campaign approach circled around the theme of journey but was to remain within VanMoof’s broader brand message of Ride the Future. It is more than a journey but an evolution and innovation in how we think and move through the busy world around us. Builders Club worked to ensure that this message was relayed to the audience, focusing on the amazing new tech and stunning bike visuals, through CG, while creating this sense of deeper emotion and exciting discovery.

For the hype films, Builders Club focused on the clean design and features of the bike and used camera movement, light, mist, and shadowing to manipulate and hint at the bikes giving the viewer a glimpse of the frames, wheels and features. These hype films added suspense and excitement in the run-up to the launch date while also giving a very clean and satisfying peek of the design.

The final product films show the flawless design in a simple but well-executed way, demonstrating the immaculate CG skills behind the production company and are stylistically the perfect compliment to the dutch design that VanMoof embodies. Builders Club and VanMoof took the idea of product films and examined it in a new fresh light, starting with super detailed, hard-core product close-ups, that journey through a system of parts, stunning details that feel otherworldly in their beauty.

The launch film included snippets of the hype and product films giving a full overview of the campaign. The momentum builds as the viewer goes on a journey of reveal. The overall aesthetic is sophisticated and minimal, creating a luxurious world around the bike where you are always on the move, a cohesive parallel to the atmosphere of what a VanMoof ride feels like.

Builders Club created six 15” hype films each varying in a different theme that were to be released in the build-up to the live launch date. Plus various product films with multiple stand-alone cut downs consisting of 60”, 30” and 15” for each version. Alongside these and a culmination of the hype and product films, was the 79” launch film, Builders Club also created multiple high-end stills to be used across VanMoof’s socials and website.
 

 
Client: VanMoof

Production: Builders Club
Director: Builders Club