40 Years of Bioracer

Raymond Vanstraelen. A man who believed that the clothes a cyclist wears could be the difference between winning and losing. That was 40 years ago. Today, Bioracer dresses national teams, world champions, and thousands of cycling clubs. The story between those two points, the beginning and the medals, is one of the great untold legacies in Belgian cycling. We told it.

We conceived and produced a full video campaign for Bioracer’s 40th anniversary. At its heart: a cinematic brand film built across four acts, each one a chapter in the brand’s DNA. Origin Blueprint follows founder Raymond Vanstraelen back to where it started, his voice, his hands, his obsession with making things better. Race Debut traces the leap from craft to competition through the Ton Ton Tapis era, cutting archive footage against present-day performance. Heritage Blue charts decades alongside the national team, with untold stories from within the federation and the riders who wore the national kits. Bold Ambition belongs to CEO Danny and the next generation, wind tunnels, lab testing, and a young rider preparing to become the best version of himself.
The visual language matches the weight of the story. Moody. Cinematic. Handheld movement that feels documentary, not corporate. Archive footage projected directly onto Raymond, onto fabric, onto the walls of the atelier he built. We shot across multiple days at Bioracer HQ and on location, a full crew of director, DOP, gaffer, sound, and drone.

Alongside the brand film, we produced four capsule trailers, one for each limited edition anniversary design. Same world, same visual DNA, each strong enough to launch a product on its own. The full deliverable set runs from a 30-second master film down to 6-second teasers.
A campaign that gives 40 years the production it deserves.