Description
Bolt and 100% Launch “Riding is the New Driving” Campaign Directed by Paul Geusebroek
Say goodbye to car keys and chaos. In their latest collaboration, Bolt and production company 100% unveil Riding is the New Driving, a sharp and funny campaign that makes one thing crystal clear: the days of clinging to your own car are over.
Directed by 100%’s own Paul Geusebroek, the campaign takes a big, cinematic swing at the small, daily tragedies of driving yourself: scraping ice off your windshield, dodging pigeon poop, sitting in endless traffic, getting soaked during stormy grocery runs – and of course, paying for gas.
In contrast, life on Bolt? Effortless. Smooth. Serene. Whether you're gliding on a Bolt e-scooter, cruising in a quiet ride, or zipping around on a bike, one thing’s for sure: you're riding, not driving. And it feels good.
Told through Geusebroek’s unmistakable cinematic lens, Riding is the New Driving fuses the everyday with the absurd, delivering a mix that's both instantly relatable and laugh-out-loud funny – like a mini disaster movie trailer, with the hero on a Bolt scooter riding in to save the day.
The tagline says it all: Why drive when you can ride?
This professional campaign titled 'Riding is the New Driving' was published in The Netherlands in May, 2025. It was created for the brand: Bolt, by ad agency: 100%. This Film and Integrated media campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Client: BOLT @bolt
Head of Brand: Max Malicki @maxgranatmalicki
Creative Director: Liisa Ennuste @liisaennuste
Creative Project Manager: Helina Tähtla @helina.tahtla
100%:
Produced by: 100% @100prcnt.film
Director: Paul Geusebroek @paulygeus
DoP: Menno Mans @mennomans
EP: Aemilia van Lent @aemiliavanlent
Sr. Producer: Annemien Lijfering @annemien.lijfering
PM: Claudia Creebsburg@naturalblackhair
Company Owner: Gijs Determeijer @gijsdetermeijer
HoP: Job Sanders @jobjadieja
Director’s Rep: Alessandro Tomasi @_ale_tomasi_
Service Production Company:
1974 Films SA @1974_films_za
Line Producer: Cindy Viljoen
PM: Michael Bothma @mickybeeliu
1st AD: Craig Brorson @craig.brorson
Production Designer: Neil Swanepoel @neilswanepoel1
Wardrobe Styling: Lethabo Motlatle @styledbylthiiz
Hair & Make-up: Carla Fourie @fouriecarla
Gaffer: Garric Hancock @garrichancock
Key Grip: Ari Stravinos @stravinosari
Casting Director: Monique Murray @zestcasting
Post Production
Editor: Milan Beltman @milan.beltman
Online & VFX: Ambassadors Berlin @ambassadors.berlin
VFX Supervisor: Bas Moonen @basmoonenvfx
Grading: Laurens Orij @laurensorij
Music & Sound Design: Sauvage Sound Studios: @sauvagesoundstudio: Quincy Vlijtig,
Michaël Sauvage, Federico Damborsky
Post Producer: Annemien Lijfering @annemien.lijfering
