Shimano Just Ride
Launch livestream
Shimano, renowned for their professional cycling components and innovations, set out to connect with a new audience: urban cyclists.
Together with CIRCUS, they developed the “Just Ride” platform to enhance everyday cycling experiences in cities.
Their goal was simple – inspire more people to embrace cycling in their daily lives.
Shimano Just Ride
We set out to launch Shimano’s “Just Ride” platform through an innovative livestream event that would demonstrate how their technical expertise enhances everyday cycling for urban riders across Europe.
We created a dynamic mix of live presentations and pre-recorded cyclist stories:
- Industry experts shared insights about urban cycling solutions
- Copyride Media produced authentic stories from real cyclists
- PaulRubenPaul crafted engaging commercial content
- Viewers participated through live Q&A sessions and interactive polls
Digital Environment:
A custom landing page served as the hub for all content: livestream, polls, and platform information.
The interactive elements provided Shimano with valuable insights for future developments.
Target Audience
We focused on five relatable urban cycling personas:
- Marc: The small business owner who relies on cycling for deliveries
- Julie: The parent juggling school runs and shopping by bike
- Suzan: The professional seeking efficient city commutes
- Kees: The active senior enjoying cycling freedom
- Ben: The design enthusiast who values both style and function
Real Stories, Real Impact
Instead of just showcasing products, we highlighted how Shimano’s solutions fit into daily life:
- A café owner describing how their delivery bike keeps their business running
- A family showing how e-bikes changed their school commute
- A city professional demonstrating their hassle-free commuting setup
Interactive Elements
The live format allowed for genuine engagement:
- Real-time polls shaped discussions
- Viewer questions were addressed directly by experts
- Live demonstrations of practical cycling solutions
Results
The event reached key stakeholders across Europe. The combination of live elements, personal stories, and interaction resonated strongly.
Particularly valuable was the direct feedback through polls and questions, which Shimano integrated into their marketing process.
Credits
Client: Circus
Creative Director: Celia Rosa
Design Director: Kamiel van Kessel
Copy Writer: John Weich / Emma Vans-Colina
Creative Producer: Merel van der Toorn
Product launch video, Cinematic content & Commercial:
Production: rubenpaulruben
Director: rubenpaulruben
Producer: Kitty Slagter
Cinematographer: Tjitte Jan Nieuwkoop
Service Production: Travelling Films Lisboa
Producer: Ricardo Leitão
Production Manager: Luis Leitão
Production Coordinator: Andreia Alves da Silva
Location Manager: Raquel Almeida
Location Assistant: Aurora Benfeito
1st Assistant Director: Luís Pedro Pires, Luís Monge
2nd Assistant Director: Rute Moreira
Steadicam: Samuel Amaral
Gaffer: Antonia Lima
Key Grip: Balia
1st AC: Leandro Scarpin
Art Director: Darida Rodrigues
Props Master: Bruno Bogarim
Props Assistant: Vitor Fresi
Set Assistant: Cuca
Stylist: Rita Pietro
DIT: Nuno Lopes
Make-up: Marcia Lourenço
Hair: Sandra Meleiro
Unit Van: Bernardo Serrão
Driver Visiting Crew: Miguel Franco
Driver Agency/Client: Tiago Serrão
Bike Mechanic: Rui
Photography: Bill Tanaka
Editor: Mattijn Smit
Colorist: De Grot – Joppo
VFX/Online: De Grot – Robin Hancock, Erik van den Heuvel
Motion Graphics: Addikt
Sound Studio: Postoffice – Bram Kniest
Music: Bram Kniest
Voice Over: Dale Wathey
Cyclist Stories
Production: Copyride
Concept: Mike Fugers
Pre recorded content
Production: Peejee.tv
Concept: Peejee Doorduin
Camera operator: Sjors Ruijter
Gaffer & Audio: Max Speulman
Edit & Motion Graphics: Styn Dirkxs
Copywriter & Voice over: Emma Vans-Colina
Colorist: Jan Maarten de Wit
Livestream:
Production: Libbe van Dijk
Camera operators: Sjors Ruijter, Victor van Galen; Max Speulman
Design: Styn Dirkxs
Animations & Titles: Styn Dirkx
Vmix operator: Peejee Doorduin
Landing pages & Live chat integration: Peejee Doorduin
Moderator: Salli Swindell