Electric Bicycle

A conceptual campaign that communicates the power of Movielectric’s conversion system through a visual metaphor of extreme overload.

The image shows a cyclist carrying an exaggerated amount of tires, forming a massive structure that represents weight, effort, and resistance. The art direction relies on a realistic urban setting, with a centered composition and deep perspective that enhances the sense of difficulty.

Technically, the piece is built through a precise integration of photography and advanced post-production, where the tire volume is digitally constructed and assembled. Retouching focuses on visual weight, contact shadows, material compression, and structural balance to maintain realism within an otherwise impossible scenario.

The concept reinforces the product benefit: transforming a regular bicycle into an electric one, eliminating the extreme effort depicted in the visual.

The result is a bold and memorable piece where visual exaggeration clearly communicates efficiency and technology.

Region: Chile
Campaign: Movielectric
Year: 2017
Agency: Atalah & Viveros, Viña del Mar