HAIBIKE – Deny Gravity

HAIBIKE, the pioneer of eMTBs, isn’t just reshaping the industry – it's flipping it upside down. Already known for revolutionizing the bike market, HAIBIKE came to us to disrupt the industry once again with a campaign that showcases the brand’s bold authenticity.

Director: Steffen Vollert

DOP: David Karg

THE TASK

HAIBIKE is the pioneer of eMTBs. A brand that is rethinking the entire bike industry. And as if that wasn’t enough, they asked us to develop a campaign to disrupt the industry (again) and demonstrate realness as a brand.

THE IDEA

HAIBIKE gives riders the power to conquer new ground, turning wild dreams into reality. With bikes that challenge the laws of physics, we invited riders to shift their mindset and embrace their true potential. The message? Deny gravity. With this campaign, we brought HAIBIKE’s pioneering spirit to life, showing that with them, the only limit is how far you're willing to go

THE SOLUTION

Disruption needs distinction. And this is not an average bike campaign. It is less about action – since biking action is (almost) maxed out. It’s more about the feeling your last adventure leaves, the afterglow and its empowerer – us. Welcoming you to the inner circle of HAIBIKE. Here we share our ancient wisdom of gravity. Break free, it’s all in the mind. A strong statement, mani-fested in various campaign elements, from brand to product, from polished to behind the scenes.

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