Crafting the “Light the Way” brand campaign 

Lapierre has been in business for over 75 years, crafting road, mountain, and electric bikes locally in France. 

For their newest product, they launched an e-mountain bike, the E-Zesty. It is manufactured to handle like “a classic mountain bike, with the extra boost of electrical pedal assist whenever you need it.”

The DEPT® team was briefed to create a product campaign and content toolkit that would highlight:

• The bike’s 2700-gram ultra-light frame
• The innovative new chassis with the latest technologies
• The range: the brand new drive unit and battery combined with an optional range extender

From this brief, “Light the Way” was born to communicate what it’s like to pioneer and go beyond the beaten trail. 

This core idea led us to partner with Parisian mixed-media artists MANA to create a concept with pure craftsmanship (no AI). This craftsmanship approach allowed us to emphasise that every Lapierre bike is made by hand and designed to be experienced in the wild.

Our heavy mixed-media approach, bringing technical and graphical aspects to the film and campaign, allowed us to showcase the Lapierre E-Zesty’s premium performance and engineering. It is hypermodern and fast-paced, bringing mountain bikes into the future. 

All content was shot in Bárdenas Reales, a semi-desert natural region in southern Spain. We chose this location because the desert-like environment aligned with the vibrant pistachio green colour of E-Zesty’s frame.

MANA, with their extensive knowledge of handcrafted expressions, handled production and post-production, including directing, editing, animating, photography, and creating mixed-media elements.