The feeling of riding without a care in the world.

AdaptivePower and the Cowboy C4 promise one thing: to make you forget about natural conditions. Wind, slopes and extra-weight, all the stuff that can ruin your ride is now out of the picture. And the technology is so seamless that it can make you doubt their very existence. To demonstrate it, a series of 3D print ads led by peculiar taglines questions what people feel on a Cowboy e-bike with Adaptive tech.

Earth is flat, Wind is fake, and Gravity doesn’t exist is basically what you’ll feel when riding it. The prints differed from black and white codes of the e-bike world, adding blush tones as well as using 3D to romance the design of the e-bike. Capitalising on that impression of a flat Earth, the campaign film subtly illustrates with a simple camera trick - the tilt - the feeling of a perfect ride, regardless of the steepness of the road, supported by a music track as smooth as the ride itself