A lock that’s designed around you.

Fingerprint recognition has transformed how we interact with the world. We use it to unlock our phones, access our computers and start our cars. So why should securing a bike be any different?

For ABUS, the launch of its fingerprint-enabled bike locks presented an opportunity to bring familiar touch technology into a new category. The creative strategy was to make the product’s convenience and security feel personal, how a simple touch can play an influential aspect of our everyday lives.

Launching at Eurobike 2024 in Frankfurt, the brand film deliberately moved away from the familiar cycling montage. Instead, we built the narrative around the relationship between the rider and the technology, giving the product a more distinctive and human-centred story.

As Creative Director, I led the campaign’s over-arching direction, giving a functional product innovation a more personal story.