London-based creative production company, Builders Club, developed the highly anticipated product launch films for VanMoof’s latest flagship high-performance e-bike range.
The Dutch brand has garnered success around the world with its electric bikes, namely for their sleek design, innovative anti-theft policy and powerful high spec motors. Looking to promote the launch of its latest S3 and X3 models to the stylish modern commuter, VanMoof partnered with Builders Club to create two product films with a difference - 'Hype' and 'Product'. Builders Club worked closely with VanMoof to create, direct and produce the two campaigns. The bikes are viewed from a 'never-seen-before' perspective for cycling fans, allowing the viewer to experience the machines through a fresh, modern and exhilarating visual language. The big reveal is on 21st April at 13:00 GMT in a livestream event for press and fans.
The 'Hype' videos are teasing the bike through abstract exploration, looking at distinct visual narratives. Playing with form and light, the film is designed to tease features and build a hype around the bikes. The end result presents a perfect balance between abstractionism and aesthetic innovation.
The 'Product' videos, on the other hand, reveal the features of the bike in roller coaster journeys, exploring it’s innovative design and detailing the refreshing new features.
Lauren Egen, creative producer at Builders Club commented: "We wanted to create an almost avant-garde piece of work, which not only teases the launch of the new VanMoof bikes, but also builds on the excitement and sets them apart from other bike brands. By using roller coaster cameras and high-speed edits, we were able to build an energetic atmosphere.”