INDUSTRY
Sport & outdoor
WHAT WE DID
Concept, Video production
DESCRIPTION
The Shimano Steps MTB motor was one of the first e-bike systems launched when electric technology was still relatively unknown and met with scepticism.
The challenge was communicating its value to mountain biking enthusiasts, positioning it as a tool to push their limits and enhance performance without decreasing their technical or athletic abilities. The goal was to transform doubt into awareness of the product's potential.
We developed the concept and produced a video highlighting its benefits and technical features. Shimano Steps was presented as an innovation that enhances the MTB experience while preserving the essence of traditional pedalling.
Campaigns like this helped redefine the perception of e-bikes, turning them into a symbol of versatility and innovation, winning over an increasingly broader audience.
