"After the huge success of Analog Motion's debut electric bike offering, the AM1 and AM1 Step, selling 2000+ bikes to customers in 400+ cities in 30+ countries, they're back with 2 new models. Once again pushing the boundaries and ever increasing popularity of electric bikes, making the everyday rider's journey that much more enjoyable.

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With this campaign, we wanted to launch the AMX with a new look and feel while staying true to Analog Motion's aim of making riding a bike fun and finding the joy in the ride.

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The photos were later used in out of home print ads dotted across London."

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Role: Director | DP | Editor | Photographer