A campaign developed for Merida bikes that brings to life the brands German roots. Merida wanted to show that their bikes are German engineered and therefore extremely well made and tough. From this the idea was developed to say, that as a bike rider you deal with a number of dangerous situations on the road, but no matter what type of situation you find yourself in you can always rely on your Merida bike.
As a solution a set of images where created showing a bike rider traveling towards what looks like extremely dangerous events such as a demonic sand storm or a skull faced mountain climb. Each image is tagged with the line 'Ride On'.