vanmoof: ride the future
The future. It’s better together.
And in VanMoof world this means thinking about the environment when you travel from A to B.
The brand, of course, had the perfect tool to help you cross any city in an eco-friendly way. What they didn’t have was an unforgettable emblem to communicate that on social channels.
I know what you’re thinking. It’s what I was thinking too:
BRING ME THE LSD FROG.
EXCERPT FROM AN INTERVIEW ABOUT THIS PROJECT.
Talk us through The Mill’s involvement in the creation of this spot
This was a fun one. VanMoof came to us with a marketing brief — they wanted to create a multipurpose film aimed at those considering a purchase. The rest was up to us. We worked closely with the brand to devise and develop the full campaign — concept, script, design, animation, music and of course, the frog (can’t forget the frog!). So we kind of did… everything.
What was the brief from VanMoof and how did you go about bringing it to life?
The brief was quite tactical, VanMoof wanted to create a film that was attention-grabbing enough to work on social, but modular enough that it could form several iterations as part of a targeted ad campaign. Togetherness and eco-friendliness were key messages but equally, we had a great product that we wanted people to fall in love with. So we started to think about how these pieces could fit together in a CG execution and we kept coming back to this kind of 1960s counterculture influence — weird and beautiful art promoting community and green living. We took some inspiration from that.
What separates this piece of work from previous projects you have worked on?
I mean there is obviously a frog having a psychedelic episode in the middle of this film, and you could be forgiven for focusing on that, but where this project really shines is in the finer details. VanMoof bikes are built from an incredible range of parts and materials and we wanted to represent those in a way that felt incredibly real — like you could reach out and touch them. We were very lucky to have an amazing team of artists working on this and I think the beauty of the product elements really speaks for itself.
