2025
Kestrel Bikes
A carbon frame from a small Yorkshire builder, launched like it came from the biggest brand in the sport.
- Launch film
- 3D configurator
4,200
pre-orders in the first ten days
Demo site: these clients, results and quotes are fictional.
- Sector
- Bicycle maker, Yorkshire
- Year
- 2025
- Duration
- 9 weeks
- Services
- WebsitesMotion & film
Results
- pre-orders
- 4,200
- film views
- 1.9m
- configured a build
- 31%
The challenge
Kestrel builds forty frames a year by hand. Their first production bike, the K1, needed four thousand pre-orders to justify the tooling.
They had no dealer network and no advertising budget to speak of. The launch had to carry itself.
What we did
We made a 42-second film with one idea: the bike assembling itself from Yorkshire weather. No riders, no voiceover, nothing to translate.
The film ends on a configurator built from the same 3D model, so the bike you just watched is the one you start building.
Before and after
Drag the handle to compare the old site with the new one.
Timeline 9 weeks
- Workshop 1 weeks
- Direction 2 weeks
- Build 5 weeks
- Launch 1 weeks
What we delivered
- Launch film and six cut-downs
- 3D model and configurator
- Launch site
- Press kit
What changed
- 4,200 pre-orders in ten days, against a target of 4,000 in three months
- The film was watched 1.9 million times without paid promotion
- Almost a third of visitors finished a build in the configurator
“We sold a year of production before the first frame left the mould.”
