LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
LOY. Agency brought together Möhl's Shorley, comedian Fabio Landert and Mountain Bike World Champion Alessandra Keller for an unexpected challenge where humour met elite performance. Developed as a three-part social media campaign, the series generated more than 700,000 organic views on Instagram – showing what happens when the right personalities, a strong idea and authentic entertainment come together.
– Strategic Concept Development
– Talent Curation & Matchmaking
– Creative Consulting & Story Development
– Campaign Management & Production Coordination
– Social Content Activation
Shorley wanted to move beyond traditional product communication and create social content that people would genuinely choose to watch and share.
The idea was to bring together two contrasting personalities: Fabio Landert's spontaneous humour and Alessandra Keller's world-class athletic performance. The goal was to create an entertaining format in which the product felt like a natural part of the story.
LOY. Agency developed the concept and brought Möhl, Fabio Landert and Alessandra Keller together for a playful mountain bike challenge.
At the heart of the campaign was the collision of two worlds: comedy and professional sport. Fabio stepped outside his comfort zone, while Alessandra brought speed, skill and competitive energy to the challenge.
The experience was captured in a three-part social media series that combined authentic reactions, sporting performance and humour – with Shorley naturally integrated throughout the story.
The three videos generated more than 700,000 organic views on Instagram combined, with the lead reel alone reaching over 500,000 organic views.
The campaign demonstrated how branded content can achieve strong organic reach when it is built around a simple idea, credible personalities and genuine entertainment.
Shorley didn't just appear in the content – it became part of a story people wanted to follow.
Watch the full challenge: Instagram Reel
