ACADEMY
Launch storytelling · Film production · Photography · Social content
Launch film
The outcome
One launch film, two ads, nine social films and campaign photography. A connected set of assets for the launch and the weeks that followed, with film and photography sharing the production setup.
The challenge
ACADEMY was introducing upGRADE, a bike for teens. The launch needed to feel like their world and give the marketing team more than a single film: material for the launch, advertising and the social channels that would keep the story moving.
The idea
Build the campaign around what the bike makes possible: independence, friends and everyday adventure. The launch film establishes that world; shorter ads and social films create further ways into it. Photography was planned alongside the film shoot so the same cast, locations and visual direction could serve several channels.
Official campaign photography, created alongside the film production to give the launch a consistent visual identity across its channels.
What we delivered
We translated the launch direction into film, coordinated production and brought a photographer onto the shoot. Alongside the launch film, we produced two ads and filmed social content. Nine social films were delivered in the first upGRADE batch, giving the team a broader set of material to work with after launch.
Lens Painting — Launch teaser
A playful “coming soon” moment for the social feed, introducing the launch before the full story.
Stumpfsein — Social film
The bike in everyday situations, with humour and a quick pace — another way into the campaign beyond the launch film.
Plan the whole campaign into the production — so every channel has something worth showing.
