The Flow is Yours
Bosch eBike
Challenge
Bosch eBike, a leader in drive systems for eBikes, was set to launch its new Performance Line SX in 2023. This lightweight Drive Unit was designed to break into the eLight-MTB segment, targeting sporty and ambitious riders with its compact design, agile handling, and intelligent sport modes.
We needed to develop a campaign concept that effectively balanced emotional storytelling with clear product presentation, all while staying aligned with Bosch’s content strategy.
Idea
It’s not the Gore-Tex jacket that makes us brave adventurers. It’s not the running shoes that get us through the finish line. It is us – our will.
While our spirit fuels our journey, the right support can enhance our experiences, allowing us to focus on what lies ahead.
The Performance Line SX empowers three passionate individuals: a mountain bike photographer scouting trails, an alpinist cycling to a climbing wall, and a freerunner exploring the city.
The Flow is Yours.
Scope of Work
Overall creative lead
Leading Client-Workshop & defining the Key-Messages/USPs
Campaign Concept Development
Execution: Testimonial Selection & Interviews, Storyline Development
Creative Direction on shoot
Quality Approval for Post-Production
Hero Film
Target Group Films & Microsite
Social (excerpt)
Photography
BTS
Agency / Production: WongDoody
Executive Producer: Maria Messerschmidt
Producer: Luisa Keller
Creative Director: Tobias Gaiser
Testimonials: Luis Alkmim, Raphaela Haug, Sam Needham
Director/DP: Toni Tillmann
1st AD: Dominik Adam Nikel & Micha Schmidt
1st AC / Edit: Michi Tillmann
Gimbal Operator: Marian Roeder
Content Creator: Joan Martínez Ros, Guillem Castellvi
Color Grading: Nicholas Coleman
Service Production: Barcelona Production, HRP Production
Photography: Julian Mittelstaedt
Shot in Spain & Portugal