BRAND:
Open Ride
CLIENT:
Open Ride
YEAR:
2020
THE BRIEF
OpenRide was a brand new name in Zurich, out to shake up the fitness scene. With one studio and a philosophy built on music, sweat, and zero judgment, they wanted to do things differently from the start. Every trainer was a DJ, and the whole ethos was about following your intuition, not the herd.
They already had some basic studio footage, but it just felt flat and didn’t reflect who they were. The ask was to create content that felt emotional, high energy, and true to the brand—a proper launchpad for
THE IDEA
OpenRide’s original studio footage didn’t capture their true energy, so I came in to direct a new hero film from the ground up. I handled storyboarding, led the recce, and pulled together a small crew with a DOP. The cast was made up of their own trainers—real people with real presence—shot over two days in Zurich, focusing on personality, sweat, and that no-judgment, music-driven vibe.
Once we wrapped, I took full creative control on the edits—grading, sound design, and the final cut. Using my DJ background, I remixed a licensed track and built a unique soundtrack and soundscape that drove the whole piece. The final result (plus a set of tailored social and ad cutdowns) finally showed OpenRide’s real difference: trainers as DJs, energy-first, all about music and belonging.
THE RESULT
The response was big: Instagram shot up 60% in three months, the hero film hit over 150k views, and paid social cutdowns drove a 25% spike in bookings. The campaign turned OpenRide from a local studio into a buzzworthy brand.
With all the new digital energy, OpenRide filled classes, grew their community, and expanded to Geneva. The campaign didn’t just lift numbers—it built a culture around music, sweat, and no-judgment, putting OpenRide in a league of its own.