5010: Get creative with your surroundings
40 million YouTube views and counting
Getting creative
When Santa Cruz tasked us with launching their new 5010 trials bike in January 2020 with the tagline ‘get creative with your surroundings’, little did we know how literal the brief would become.
Grounded from our planned Greece road trip thanks to COVID, we had to:
Launch Santa Cruz’s flagship 5010 bike at the height of the pandemic
Create a concept that could utilise the bare minimum of resources
Put the bike front and centre while ripping up the product launch rulebook
And with that, Project Fingerbike was born.
Making it happen
If we were to make this bike launch conceptual, it’d still need to fully deliver for the core audience. The concept could entertain any casual viewer, but your mountain bike enthusiast requires more.
To keep them engaged, we packed the film with Easter eggs—references that may slip past the casual fan but delight Santa Cruz’s core audience.
Shot and edited by a tiny remote team, this was a truly unique shoot—definitely a case of creativity ignited by constraint.
40 million YouTube views
Handy MacAskill and his fingerbike attracted worldwide attention, taking the Santa Cruz 5010 launch to a whole new level.
At a time when commercial launches struggled, Finger Bike became one of the year’s most talked about MTB moments.
Impact
Santa Cruz Bikes’ most successful campaign EVER
40+ million YouTube views
SKYROCKETED brand awareness
Positioned the product as the best in its class
Brand Film Awards EMEA winner
A tremendous amount of joy at a tough time for everyone
Pretty good going for the tiniest shoot (literally) we’ve ever done.
