XTR 9200 Campaign
100+ Assets. One Global Comeback.
Shimano’s new XTR 9200 mountain bike group wasn’t just another product launch — it was the most important release in the history of their mountain bike division. After more than seven years without a major update, Shimano needed to make a bold statement: XTR is back — and better than ever. They needed a full content ecosystem that could speak to core mountain bikers across every platform, from deep tech fans to dedicated trail riders.
Working closely with Shimano teams in the US, Japan, and Europe, we concepted and produced over 40 minutes of original content — resulting in more than 100 unique video assets delivered in 17 languages. From a cinematic launch anthem to web explainers, deep-dive tech videos, and platform-specific social edits, we delivered everything Shimano needed to power a global, multi-channel campaign… and then some.
Credits:
- Written & Produced: Anthill Films
- Director: Matt Butterworth
- Cinematography: Colin Jones, Luke Bredar, Ansel Luchau , Darcy Wittenburg, Scott Secco
- Sound Capture & Design: Jo Osborne
- Photography: Sterling Lorence
- Producers: Ian Dunn, Thibaut Balcaen
- Host: Cam McCaul
- Editors: Darren McCullough, Matt Butterworth, Mark Johansson
- 3D VFX: Frame48
- 2D VFX: Chad Jones
