New Thought Digital Agency

Fuji Bikes

Fuji Bikes

Omni-channel video production helps Fuji Bikes launch innovative new bicycle technology

Strategy  |  Content Production


Built on pioneering technology and tested with world-class athletes, Fuji is a foundational bicycle brand in an international marketplace. Since its inception in 1899, Fuji continues to conceive and construct the world’s best bicycles. As the brand set out to redefine its image in the competitive cycling space, Fuji brought New Thought on to create two centerpiece videos for the brand’s flagship models: the highly anticipated SL road bike and the Auric and Rakan mountain bikes.


Capturing the Fire in Fuji Bikes’ New Lineup

Shot over a four-week timeframe, the Fuji Bike videos involved four primary locations: Grand Teton National Park, Grand Targhee Resort, Teton Pass, and Jackson Hole, Wyoming. New Thought wrote, storyboarded, planned, shot and executed these large-scale productions. The videos were designed to profile Fuji’s pioneering suspension and carbon fiber technology, while inspiring riders to look deeper into this evolving brand.

New-Thought-Fuji-Bikes-Film-Production-SL-Bike-Frame Down-Tube-Sparks-fullscreen

At our core we are storytellers, and we were gratified by the opportunity to help one of the bike industry’s most historic brands launch their lightest bike ever, the Fuji SL. Our suite of cutting edge cinematography techniques—including drone flights, large format 6K video, post-production special effects, practical pyrotechnics, ATV-mounted camera gimbals—complemented the advanced bicycles, and elevated the videos into a key piece of Fuji’s product marketing.

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