The Upside World
Bosch eBike
Challenge
In 2024, Bosch introduced the highly anticipated Performance Line CX, the flagship of their Drive Unit lineup. The CX had previously revolutionized the biking world, setting new standards and turning the industry upside down. The challenge was to develop a concept that would live up to this legacy – a concept that not only celebrated the innovation and power of the CX but also reinforced its reputation as a game-changer in the e-bike world.
Idea
Gravitation is the physical force that keeps us on the ground. Yet, we as humans have always resisted its pull: Climbing mountains, inventing planes, building skyscrapers –
our destiny was never defined by the laws of gravity. It is defined by our curiosity.
We see curiosity as a new law of motion. One that doesn‘t drag us down, but rather, elevates us. Literally.
Scope of Work
Client Workshop & defining the Key-Messages/USPs
Campaign Concept Development
Storyline Development
On set: Creative Direction, First Contact for Director
Quality Approval for Post-Production
Gravity drags,
Curiosity elevates.
Online Teaser
Agency / Production: WongDoody
Executive Producer: Maria Messerschmidt
Producer: Luisa Keller
Creative Director: Tobias Gaiser
Riders: Harald Philipp & Sandra Börner
Director/DP: Toni Tillmann
1st AD: Dominik Adam Nikel & Sven Hertlein
1st AC: Michi Tillmann
Gimbal Operator: Marian Roeder
Content Creator: Johannes Wassyl
DIT: Simon Schwörer
Location Manager: Hans-Jörg Lunger
Photography: Julian Mittelstaedt