This campaign explores the shift in contemporary cycling culture, moving from pure competition toward a lifestyle rooted in wellness, exploration, and identity. The visuals follow the new generation of riders who approach cycling as a personal ritual—something between movement, escape, and self-expression.

Filmed across rugged quarries, open meadows, and wildlife reserves, the landscape acts as an expansive stage for this evolution. The mix of natural terrains and sculptural elements—mirrors, reflective planes, geometric structures—creates a dialogue between tradition and the avant-garde, reframing how cycling can look and feel.

The creative direction blends sport with a high-fashion sensibility, emphasizing the emotional and aesthetic relationship riders form with their bikes. Instead of performance metrics, the narrative centers on individuality, community, and the quiet rewards of the ride itself. The imagery breaks from conventional cycling language, using bold compositions and reflective surfaces to merge rider and environment into a single visual field.

Production unfolded in late October under fast-changing light and weather, adding an authentic tension to the process. That unpredictability became part of the story, echoing the campaign’s themes of freedom and discovery.

The final body of work presents a contemporary vision of cycling—intimate, expressive, and open-ended. It speaks to riders who value adventure as much as motion, and who see the bike not only as a tool of performance but as a companion to a broader, more personal journey.