When the pandemic hit and the world stalled, bikes became a lifeline. More people pedalled than ever before – and ABUS saw a chance to lock in this surge for good. The goal: turn newbie cyclists into lifers. We zeroed in on a simple truth: biking isn’t just about the destination or the journey – it’s the magic of both, every time you roll out. All they had to do was Keep On Riding.

I brought this vision to life, crafting inspirational copy that hit new riders right in the feels – words that welcomed them to the ride and paired seamlessly with vibrant, playful animation.

The outcome: motivated novices to stick with two wheels long after the world reopened.