BRANDS
ACELERA CYCLING COUTURE
A loop with friends straight after work. A quick one before the light fades. The month after, a different creator and a different crew. Taking on three hundred kilometres of gravel over two days. Rain turning sandy stretches into survival. Mud all the way to the end.
This is how we help Acelera fills their channels. A Dutch kit brand that started from the frustration that quality, comfort and price rarely were found in one brand. So they start making kits that do. And a brand like that cannot post staged shots and call it a day.
Every month, a different creator from our alliance heads out with their friends. Different faces. Different roads. Different conditions. And we provide Acelera the photos paired with the story.
As we speak, we’re ten batches in. That’s over two hundred photos. And Acelera has not had to organise anything for that.
OBJECTIVE
Content that carries the brand’s purpose week after week. Their kits out there on real rides. Worn by cyclists customers can recognise themselves in. All shot organically while Acelera don’t have to organise anything.
MADE
We set foundation first. In a strategy session we defined Acelera’s four recurring story formats. The topics the brand tells over and over. We then shoot the ride in real conditions. Rain, cold, heat, you name it. Also, we put the cyclist at the centre. Just riding their roads, nothing cast, nothing scripted.
Ahead of every quarter we set the storytelling ideas and the products they should feature.
Then, every month, a different creator does their thing. They head out with their friends. They shoot the final stretch, when everyone is suffering and the bikes and kits have collected the day. And the week after, they go again on another ride, with other people, somewhere else, in whatever weather turns up.
Variety is the whole point here.
DISTRIBUTION
Acelera’s website, newsletter and socials. Every batch gets delivered edited to the same art direction.
OUTCOME
A steady flow of fresh and real content. Shot by people who really ride. The Acelera feed does not repeat itself, because the creator, the roads and the weather are never the same. And nobody at Acelera has to ask where next month’s content is coming from.
RESULTS
/// 3-4 batches every month
/// 50+ photos every month for Acelera to choose from
/// A different creator every month
/// Shot all over Europe
/// Shown on Acelera’s website, newsletter and socials
MODULES
/// Foundation & Architecture Workshop
/// Always-On Content
/// Public Relations
CREDITS
Shot by a variety of cerators for ACELERA CYCLING COUTURE
