VanMoof, the Dutch e-bike pioneer, is officially back on the streets—and in the skies. The Amsterdam-based brand has unveiled its highly anticipated S6 Series, alongside a visually stunning new campaign titled “Ride Like No Other,” marking its first major launch since being acquired by McLaren Applied.
The campaign’s centrepiece is an atmospheric and slightly surreal film directed by Folkert Verdoorn, known for his award-winning work with adidas, PSG and Daily Paper. Shot on location in Tbilisi, Georgia, the film follows a rider on a vibrant Electric Blue S6 descending from the sky through clouds and highrises before landing silently in the middle of a traffic-jammed city. The cinematic metaphor? Riding a VanMoof feels like floating above the noise of everyday life.
“We thought long and hard about how to reintroduce VanMoof and the S6, while staying true to our creative DNA,” said Scott Kennedy, CMO at VanMoof. “How do you showcase the indescribable feeling of riding our bike—and reflect the gritty beauty of the urban landscapes our riders move through daily? You let the bike fly.”
Produced by creative agency 100%, the shoot involved over 110 extras, lending an epic yet grounded atmosphere to the film. The campaign is now rolling out across Instagram, Meta, YouTube, VanMoof’s CRM channels, website and retail partners throughout Europe.
Technically, the S6 Series builds on VanMoof’s signature design with a range of upgrades aimed at performance, durability and security. The newly enhanced Gen 6 Kick Lock is faster, stronger, and fully waterproof. The brand’s renowned Anti-Theft System now includes more precise location tracking, while the improved Boost Button offers a smoother, more responsive surge of power—contributing to that flying sensation celebrated in the film.
Test rides for the S6 will begin in July 2025 with local partners across Europe, positioning VanMoof once again at the intersection of mobility innovation and iconic design.
With this bold campaign and refined product launch, VanMoof isn’t just making a comeback—it’s aiming to reshape how we experience the city commute, one silent, soaring ride at a time.
