Created by First Things Studio.

Meet the Cowboy 4, the connected bike for urban riders. A full suite of CGI images and animation was crafted for the global launch of Cowboy's latest campaign. The launch of the new C4 and ST explores the technology, beauty and road presence of the urban electric bike in every detail. Mount up, ride on.​​​​​​​
3D Cinematography

The essence of this campaign is built around precise and carefully planned lighting techniques to celebrate the form, design and presence of Cowboy bikes. 3D cinematography was crafted to celebrate the purity of a mechanical and electronically advanced product.
Three colours

Each bike and environment is offered in three colours, sand, khaki green and of course, black. Complimentary environment colours with subtle shifts in contrast are used to accent each product visual. 

Product features

Carefully keyframed animations where developed to showcase specific product features across the new Cowboy range. Adaptive headlights, docking mobile devices, pedal assist and other technologies. 
Detail obsessions

Each and every image was carefully composed, with unique and bespoke lighting to show the engineering, materials and quality of construction.
Research & Development

A volume of exploratory images and art directions explored in a design development stage of visual language.
Everyone shops online

The entire suite of CGI images and product feature animations were developed exclusively for Cowboy's bespoke online store. Each asset was integrated into an interactive ecommerce experience. 

Direction, design and animation by First Things Studio.

Further credits

Creative Directors – Antar Walker & Matt Whitewood

CG – Antar Walker, Matt Whitewood, Jordi Pages and Dobromir Dyankov
Post Production – First Things
Agency – Basic