Every helmet claims to save your skull, but mountain biking isn’t just about brains – if it were, riders wouldn’t bomb hills or obsess over gear style. Digging into that truth, we tapped a deeper driver: ego. ABUS didn’t just promise protection – it delivered a cool factor, shielding riders physically and aesthetically in a world where looking good is half the battle.

I fuelled this campaign, crafting short-form copy that played up the brain-ego duo across print ads, video scripts, and social posts – each line a gut punch of wit and relevance. Then, I dug deeper, writing long-form digital content that peeled back mountain biking’s cultural layers, unearthing fresh truths that resonated with riders and cemented ABUS as more than a helmet, but a mindset.

The outcome: a product launch that turned heads in a competitive market.