Campaign Spotlight: Life transforms in beautiful film for new Cowboy e-bike

The hero film opens with a woman connecting her smartphone to her Cowboy 4 (C4) e-bike before gliding through a city that comes to life around her. The effortless nature of riding the C4 allows her to truly appreciate the sights, sounds and feel of the city. Cycling becomes a sensory experience – you’re truly present, at one with the flow and rhythm of your environment.

To bring the film to life, WE ARE Pi worked with production company CZAR, collaborating on photography with London-based photographer Jack Davison. The aim was to show how transformative an e-bike riding experience can be when every element of the design is crafted to limit distractions, allowing you to ‘tune in and ride on’.

With its intuitive design and user experience, the C4 boasts a number of category-leading features, including the ‘smart-companion’ cockpit for phones, a removable battery, gear-less pedal assistance and theft protection. It also comes in a range of three colours and in both a step-through and sports model. Officially released on 7th May 2021.

“In the fast pace of modern living, we often find ourselves operating on autopilot”, WE ARE Pi founder and ECD, Barney Hobson, says. “The pandemic took that feeling and amplified it tenfold. People are craving more ways to snap out of autopilot and tune in to their surroundings, and that’s exactly what the Cowboy 4 ride delivers.”

WE ARE Pi Design Director, Seth Josephs adds, ‘We wanted to blend the technology with something more human. We created a cinematic black & white world to dramatise a sense of awakening. The feeling of ‘tuning in’ is captured by the soundtrack, a piano version of the iconic Pixies track ‘Where is my mind?’.

The Cowboy 4 Ride On launch campaign will run across digital, social, and OOH platforms across Germany, Belgium, France, The Netherlands, and the United Kingdom from May-August 2021.

The Cowboy C4 bikes are available now at http://cowboy.com