The Airshot tubeless tyre pump is a cult favourite among cyclists—and for good reason. It’s simple, effective, and loved by riders across the globe. But despite the product's success, Airshot’s online presence wasn’t keeping up.
The Client
Airshot has become a go-to product for cyclists running tubeless tyres, and is stocked by major retailers worldwide. With a strong following and a killer USP (ease of use), it had everything going for it - except a reliable way to sell directly to customers.
The Challenge
Airshot’s existing online store had become a serious bottleneck. It was clunky, unreliable, and holding the brand back from growing its direct-to-consumer (D2C) potential. The brand was therefore leaning heavily on B2B sales, which limited reach and brand connection.
The Story We Told
Alongside building a new Shopify store and delivering fresh product and lifestyle photography, we set out to create a brand video to launch with the new site.
Given the product’s core value is ease of use, we initially discussed a simple demo video. But I pitched a more dynamic approach: blend a fast, visual product demo with the energy of a ride sequence - telling a short story where a rider arrives, sets up with Airshot, and hits the trails.
We brought in world-class rider Leigh Johnson for the shoot and, despite working with a tight budget and a fast timeline, we captured everything we needed: a clear explanation of the product’s benefits, how it works, and showcased the results in action.
The Outcome
The final deliverables included:
The video formed a central part of the refreshed Airshot digital presence. Both Airshot and I were thrilled with the results - and it was a genuinely fun one to make.
– Dylan @ Four Waves