VanMoof’s latest campaign brings the magic of city riding to life

VanMoof, the Amsterdam-based bicycle manufacturer, recently introduced the S6 Series with the campaign “Ride like no other.” To add impact to its first launch under the wing of McLaren Applied, VanMoof has now also created a brand film “like no other”—a beautifully shot, slightly absurd campaign in which an S6 descends and lands in a gridlocked city.

The film, shot in Tbilisi, Georgia, captures the indescribable feeling that riding a VanMoof gives you—while literally marking the brand’s return to the city.

Produced by 100% (formerly Halal) and directed by Folkert Verdoorn, the film features a rider on an Electric Blue S6 soaring through the air, boosting through clouds, descending past skyscrapers, and finally landing silently on a city street.

Verdoorn has previously created award-winning work for adidas, Daily Paper, and PSG. The film—with over 110 extras—will be shown on Instagram, Facebook, and YouTube, as well as via CRM, VanMoof’s website, and in partner stores across Europe.

Scott Kennedy, CMO, VanMoof: “The challenge was to announce the S6 and VanMoof’s return in a way that does justice to the brand’s rich creative history. How do you show that this bike isn’t just unique, but also fun to ride—and how do you bring to life that we belong in these beautiful, sometimes challenging cities? The idea of making the bike fly and literally land was beautifully brought to life by Folkert, who gave the city and film a vibrant, surreal, yet serene feel.”

The S6 Series (available for test rides with local partners starting July) retains VanMoof’s iconic frame while improving on all the innovations the brand is known for. The Gen 6 Kick Lock is faster, sturdier, and even more water-resistant.

VanMoof’s acclaimed Anti-Theft System has also been significantly upgraded, offering far more accurate location tracking. The Boost Button, which gives riders extra power at the push of a button, now responds faster and more smoothly. The film illustrates this feature through the feeling of flying and landing.

www.vanmoof.com

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