HAIBIKE - Eyeforce


Radically Electrified

Imagine a dark forest. Somewhere in the distance, between the trees, we see a strange light. As we come closer, we see the geometric shapes of 10 bright triangles floating slightly above the forest floor. The light illuminates the trees, branches and leaves around it. A mystifying scene...

Biking is all about freedom. About courage, passion and the joy of discovery.
Haibike wants to drive people to explore and expand their boundaries, uphill and downhill.
Their assignment was to build a disruptive social brand marketing concept for the 10 years special edition of the AllMtn PW-X2 SE. A tailor-made lighting installation was designed in collaboration with Lumus Instruments. The triangle shaped bike logo formed the foundation for the idea of a similarly shaped tunnel.

Client: Haibike
Agency: Dept

Director: Jerom Fischer
D.O.P.: Pieter Colombijn
Executive producer: Cathalijn van Hattem
Project Manager: Egon Feiner
Producer: Kim English
Assistant Producer: Elia Mitalas
1st Assistant Camera: Ab Gulten
Light installation by Lumus Instruments: Julius Oosting, Timo Lejeune, Timothy Hendricks
Gaffer: Denny Schoute
Best boy: Erwin Smit
Drone operator: Ralph Hogenbirk
Drone operator: Rene Sebastian
Photographer: Jarno Schurgers
BTS photographer: Cas Kerssens
Location Manager: Martijn Harms
Music & Sounddesign: Studio Smink
Edit: Jerom Fischer en Aron van Blooijs
Grading: Bram Baas