Pinkbike Academy

Remixing a winning format for a new demographic

In a sport flooded in content, the team at Pinkbike realized that'd need something unique if they wanted to stand apart and engage their dedicated (but ultra discerning) audience. As ubiquitous as the reality show format has become in the broader TV landscape - it had actually never been pulled off in the two wheeled space (shocker amiright?!?!?) From the jump we were tasked with a delicate balancing act - attract new viewers to the Pinkbike ecosystem while keeping the series ultra credible with their existing core MTB audience.

client

Outside

location

British Columbia, Canada

days of production

# of new mountain bike celebrities created

MISSION

Foundation of fast

Capturing the action was actually the most straight forward part of the production. Before we thought about story arc or even rolled on a single frame, we were tasked with creating the framework of the actual competition. Working alongside the team at Pinkbike, we handled the full gamut of production elements: from contestant selection, challenge & race course design, right through managing the electronics like race timing and GPS tracking. Everything from arranging competitor visas to travel

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2M

Total episode views

624

Individual graphic elements were created for SE2

Authentic Product Integration

One of the KPIs from the Pinkbike team was credibly integrating the brands that were underwriting the series. Authentically highlighting the products started with the design of each of the challenges and evolved out to what the athletes were riding and wearing. Linking story elements to product features was a creative puzzle that had us highlighting features like heart rate, tire pressure and the quality of protective gear inside the larger narratives of each episode.