Pell Cycles
A street campaign that sells the ride before the spec sheet.
Client
Bicycle maker, city bikes
What we made
Campaign line, posters, film, social
Timeline
7 weeks
Year
2025
The brief
Pell makes light, fast city bikes, and its ads read like spec sheets: frame weight, gear ratios, a list of parts. The ask was simple. Make people want the ride before they read a single number.
The approach
We rode the routes Pell’s customers ride, at rush hour, and wrote down what it felt like. Nobody talked about gear ratios. They talked about passing traffic, catching the green light and getting there first.
That became one line, “Your street. Your speed.”, set huge across posters that run at the angle of a bike leaning into a turn. The film follows one rider across town in a single take, with the city sliding past at cycling speed.
Every piece carries the same tilt, the same heavy type and one colour, so a poster seen from a bus window still reads as Pell.
What changed
The line moved off the posters and onto Pell’s shop windows, its delivery vans and the frame of every new bike.
Made by
Joaquín Ferrer
Design director
Kwabena Owusu
Motion lead
Tomasz Wierzbicki
Designer, websites
Fergus Penhaligon
Writer
Our part
Creative direction, copy, art direction, film direction, motion
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