Hella relies on Pablo Nouvelle for Bosch eBike Systems

Avoiding traffic by bike, riding along the Limmat towards the sunset or simply meeting friends in a secluded meadow: Cycling in the city is the ultimate pleasure! And with a cargo eBike, you can also go shopping, chauffeur the kids around - in short: everything that would otherwise require a car.

Hella Studio developed an experience campaign for Bosch eBike Systems to showcase the Cargo eBike drive with the aim of strengthening brand awareness in a young, urban target group.

Under the motto "24 Hours of Flow", the agency translated the Bosch eBike guiding principle "Feel the Flow" and its guidelines into an urban adventure: one battery charge, 24 hours on the road through Zurich - with the Cargo eBike as a loyal companion. The agency implemented this agile concept together with the production company Filmsforreel.

Swiss musician and influencer Pablo Nouvelle took to the saddle to activate the campaign. He presented himself as an agile cyclist and - to keep the flow going - also composed the soundtrack for the video clip.

24 hours in one minute

"We really wanted to create a contemporary implementation for a leading international company," says Kasper Kobel, Art Director at Hella Studio. For the modern realization, the agency relied on varied perspectives, exciting cuts and lighting conditions that convey the 24-hour feeling. "This allowed us to pack 24 hours into less than a minute without the clip appearing rushed," he continues. The production team went to great lengths to achieve this: "We were allowed to get really creative in the realization - and for example built a helmet construction for the driver's POV perspective that captures exactly the perspective and quality we wanted," says Jonas Scheidegger from Filmsforreel.

The video will be shown online on several channels. It was also shown at Cycle Week 2025 at the Bosch stand of Bosch eBike Systems.