Gabriel Wibmer | How much do you bench?
A fun, relatable film to elevate Canyon’s star athlete, Gabriel Wibmer. All bench, no limits.
The challenge
Canyon wanted a standout athlete film that would showcase trials rider Gabriel Wibmer’s creativity and technical skill, while also being fun and accessible enough to engage a broader YouTube audience beyond just bike fans.
The insight
Performance alone isn’t enough to hold attention on YouTube, especially for casual viewers. What cuts through is personality, relatability, and smart storytelling. If you can wrap elite-level riding in a format that’s playful and entertaining, you stand a better chance of keeping viewers hooked—and bringing new fans into the fold.
The game plan
How much do you bench? We took a simple, everyday object—the humble bench—and turned it into the creative centrepiece of the film. In trials riding, a bench offers endless possibilities. That concept became the hook: a lighthearted theme that let us show off Gabriel’s skills without ever taking things too seriously.
Bringing it to life
Filmed across the streets of Munich and the Austrian Alps, we worked closely with Gabriel and Canyon to develop a fun, visually inventive edit that combined high-level riding with personality and surprise.
Using 360 cameras, seamless transitions, and perspective tricks, we created an engaging film that leaned into social-first techniques while still delivering a satisfying long-form experience. It felt playful, punchy, and—most importantly—relatable, even to those who’d never heard of trials riding before.
The results
A creative, crossover athlete film that connected with both the core riding audience and mainstream viewers—helping grow Gabriel’s profile and giving Canyon a piece of content that entertained, inspired, and stuck in people’s minds.
Aside from the impressive tricks and locations, our approach sprinkled in storytelling elements to build a more vivid world, keeping things fresh and surprising, even for viewers outside the core fanbase.
The result? A world-class athlete film with a relatable hook that any sports fan can get behind.
