Shimano
Content Creation – Videos for Spring/Summer 2024 Launch
Massa Marittima, Tuscany, Italy
This spring, LOAM partnered with Shimano to create video content for the launch of their Spring/Summer 2024 range. By working with Shimano’s ambassadors, we ensured the brand’s personality came through naturally, using familiar faces to make the content feel both relatable and recognisable.
The shoot was based in Massa Marittima, Tuscany, where we ran a content camp-style production. Over the course of several days, we managed the tight logistics of flying ambassadors in and out and filming a variety of product categories back-to-back. It was a packed schedule, but one that allowed us to deliver a wide range of fresh, vibrant content in a short timeframe.
Our in-country partners played a key role in making this project special. They helped us find the best trails, gravel roads through vineyards, and scenic switchbacks framed by the rolling Tuscan hills. With their local knowledge, we went beyond surface-level views and captured the hidden spots that make Tuscany unique, like a secluded swimming lake and a trail hut on the mountainside where locals prepared authentic Tuscan sausage over an open fire.
These small, authentic moments added something extra to the content—a sense of connection and soul that most agencies simply can’t offer. Instead of just visiting a place, we lived and filmed like locals, giving the project a genuine feel designed to resonate with the viewer.
