VAN RYSEL
Launch of a capsule built around a new product
« LEAD THE WAY, RIDE A NORTH STAR! »
Creation of a digital campaign for the launch of the RCX, a limited-edition capsule, highlighting the product’s exclusivity through striking visuals and immersive storytelling.
- Product launch
- Big Idea
- Bespoke musical composition
- Photo & video production
Our mission
How can we take the viewer into a universe that celebrates both the spirit of racing and the elegance and technology of the product?
Our mission: to design and deliver a complete communication toolkit for the teasing and reveal of this limited edition.
This package includes a hero movie with behind-the-scenes content, social media assets, a versatile photo kit, and a multi-format key visual.
#CREATIVITY
The results
After defining our artistic direction intent, we developed a creative response tailored to the project and established a strong foundation. From this emerged three key objectives: addressing the 100 targeted clients directly, elevating the product, and creating surprise.
The storytelling revolves around a powerful question:
Are you ready to shine and lead the way?
We organized two distinct shoots with Van Rysel team rider Lucas Dubau.
The first took place in Diegem, Belgium, aiming to capture the bike’s performance on an iconic cyclocross course, under authentic race conditions. The goal was to convey the intensity of an exceptional event and redefine the cyclocross universe on location. One major challenge: uncertainty around filming rights.
The second shoot, held in a studio in Lyon, focused on strengthening the brand image through a bold, technical aesthetic. The premium product was staged in a refined and distinctive environment, supported by daring visual storytelling and a strong cosmetic identity.
The premium nature of the capsule was expressed through luxury codes, reinforcing its exclusivity. Above all, we enabled everyone to reach for the stars—even in the mud and rain.
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