Only for the Obsessed

The Wattbike Atom is launching in the U.S. - the first stateside consumer market entry for the brand. The award-winning indoor bike trainer is for the dedicated cyclists, boasting a premium design and unrivalled accuracy and performance insights.

Our mission was to create a disruptive campaign for the Wattbike Atom’s U.S. launch, to ensure it stands out amongst the crowd in a new market where the brand is largely unknown.

We created a film that depicts a ‘Wattbiker’ in a heightened training environment, pushing themselves to their limits while directly warning the viewer that ’this bike is not for you...'

It’s only for the obsessed.