18 hour working day?
“Hold still dude, it looks like a North Face commercial” Toby said to Mike balancing his phone in his hands as they stopped momentarily hiking with their film equipment. It had been five days thus far, starting in Switzerland and now in Germany with Shimano ambassadors Dave Spielmann and Guido Tshugg and while the opportunity to take a few pictures for the scrapbook was enjoyed, the main reason the crew were getting up at 6am and going to bed at midnight was in search of the best E-bike routes the continent had to offer. This was Explore New Grounds.
“This was Explore New Grounds”
THE BRIEF
Shimano looked to HUMAN to create a multitude of content to extend the previously established Explore New Grounds campaign. Working with London based Fusion Media we were briefed to deliver three hero videos with supporting imagery for print media, and handling of a further seven videos from influencer provided content.
For this, HUMAN handled shooting of both stills and video, along with the editing of all assets including motion graphics creation.
THE EXECUTION
Two filming trips and multiple days in the edit room, we scaled mountains and submerged ourselves in rivers to give the viewer a more exploratory view of the world. Knowing the E-bike demographic from our specialist industry knowledge; the content HUMAN produced was tailored to a less aggressive mountain bike rider, and thus the remit expanded beyond that of just the bike, sampling local delicacies and exploring the culture of each locale.
The large scale of the project meant that the production window was large, with almost 6 months from initial conversation to project delivery. With so many moving parts and invested parties communication was key in realising an end result that represented the requirements of each stakeholder.
