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BRANDS – Porsche: Climbs, Split Times and Stage Presence

Ahead of the IAA Mobility 2021, the world’s largest mobility show, German automobile manufacturer Porsche reached out to us with a special request; in support of the imminent launch of the Porsche CROSS E-MTB, they needed support with content creation and athlete sourcing.

Our mission was two-fold; on one side, we had to find the right athlete to represent the product as well as be on stage during the IAA in order to be part of a panel on the future of mobility, while on the other side, we also had to find the perfect location for the Porsche CROSS E-MTB video shoot. The briefing was clear, we needed a location that had stretches of flowy downhill and challenging uphill sections. In order to find this, we looked towards one of our other clients; the bike region of Serfaus-Fiss-Ladis which, besides the famous bike park, also has a large offering of single trail riding.

Once in Serfaus-Fiss-Ladis, we headed up the mountain to the infamous Frommestrail – which heads from the Schönjoch summit high above the idyllic trio of mountain towns all the way down to the town of Fiss. Perfect for what we needed, the trail features a mix of rooty terrain, rock gardens, flowy descents and some technical uphill, the perfect playground for the Porsche CROSS. In order to showcase the versatility of the CROSS, we pitted it against a ‘regular’ mountain bike as well, one without a motor and we did the full descent multiple times, first using the regular mountain bike and then once again with the CROSS E-MTB. Starting early in the morning and going until well past sundown, the added bonus was that viewers got to see the Frommestrail in all of its glory.

To compare and contrast the two bicycles, a split-screen approach was used, alongside a series of animations – a digital top-down view, timers and more.

The end result of the production day was premiered to guests in attendance at the Porsche booth and was shown multiple times over three different days as part of a mobility panel in which Tarek Rasouli, founder of RASOULUTION, and Kathrin Baumann, star of the Porsche video, spoke about the future of mobility, the development of E-MTB’s and its effect on the industry and cycling culture as a whole.

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