Setting the pace
After developing the Fuel Up platform for Amacx, we wanted to keep building the world around it. This time, together with Team Visma | Lease a Bike, a partner from day one.
Inside the effort
The idea was to integrate Amacx products in the place where they actually matter. In the middle of the effort. In the hands of the riders. On the bike. Showing the intensity of the ride, and making the need for hydration, carbs and energy feel clear and natural. During the push. In the small routines before, during and after the ride.
With the pros
Together with Amacx and Team Visma | Lease a Bike, we created a new photo and video shoot featuring Jonas Vingegaard, Simon Yates, Lieke Nooijen and Bruno Armirail.
Product in motion
We focused on the cycling moments around the products: taking a gel, grabbing a bottle, eating a bar, recovering after the effort. The voice-over adds another layer by reminding riders of the importance of taking the right fuel at the right moment, whether that’s an energy drink, bar, gel or recovery product.
Keep them going
Shot with close-ups, movement, fast cuts and abstract bike details, the work was built to carry the same energy as the sport itself. The result is a new visual chapter for Fuel Up. A sharper, more performance-driven world that brings Amacx closer to the highest level of cycling, while keeping the brand feeling human, practical and close to the ride.
