Light The Way

A bike made to go against the grain.

To present its new light assist e-mountain bike E-Zesty, bike manufacturer Lapierre launched a global campaign pushing the concept of breaking with the status quo. What gave us the credentials of pioneers? Well, the brand created the product category in the first place.

To embody this disruption, we teamed up with Parisian mixed media artists Mana for their craftsmanship and fine skills with sketches. The use of mixed media allowed to put emphasis on the performance and engineering of the Lapierre E-Zesty: all titles and other visual attributes were cut, pasted, calligraphed and torn by hand, and were then layered on top of the striking shots of the E-Zesty in its element, the mountains.