Life Transforms In Beautiful Film For New Cowboy E-bike

Launch of Cowboy’s new e-bike, Cowboy 4, celebrated by ‘Ride On’ campaign. Created by WE ARE Pi, the film captures how the effortless riding experience allows you to snap out of autopilot and tune into the world around you.

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Brussels, 11th May, 2021. To celebrate the upcoming launch of its most technologically-advanced electric bike to date, Cowboy partnered up with Amsterdam-based creative agency WE ARE Pi to make the 'Ride On' campaign.


Cowboy 4 - Ride On

The hero film opens with a woman connecting her smart phone to her Cowboy 4 (C4) e-bike before gliding through a city that comes to life around her. The effortless nature of riding the C4 allows her to truly appreciate the sights, sounds and feel of the city. Cycling becomes a sensory experience – you’re truly present, at one with the flow and rhythm of your environment.


To bring the film to life, WE ARE Pi worked with production company CZAR, collaborating on photography with London-based photographer Jack Davison. The aim was to show how transformative an e-bike riding experience can be when every element of the design is crafted to limit distractions, allowing you to ‘tune in and ride on’. 


With its intuitive design and user experience, the C4 boasts a number of category-leading features, including the ‘smart-companion’ cockpit for phones, a removable battery, gear-less pedal assistance and theft protection. It also comes in a range of three colours and in both a step-through and sports model. Officially released on 7th May 2021. 

“In the fast pace of modern living, we often find ourselves operating on autopilot”, WE ARE Pi founder and ECD, Barney Hobson, says. “The pandemic took that feeling and amplified it tenfold. People are craving more ways to snap out of autopilot and tune in to their surroundings, and that’s exactly what the Cowboy 4 ride delivers.”

WE ARE Pi Design Director, Seth Josephs adds, ‘We wanted to blend the technology with something more human. We created a cinematic black & white world to dramatise a sense of awakening. The feeling of ‘tuning in’ is captured by the soundtrack, a piano version of the iconic Pixies track ‘Where is my mind?’. 


The Cowboy 4 Ride On launch campaign will run across digital, social and OOH platforms across Germany, Belgium, France, The Netherlands and the United Kingdom from May - August 2021.


The Cowboy C4 bikes are available now at





Brand, Cowboy

CEO, Adrien Roose

CMO, Benoit Simmeray

VP Creative Director, Marsha Meredith

Director, Creative Strategy & Content, Cort Cunningham

Art Director, Camille Legrand

Communications Manager, Maxime Van Santen

Creative Junior Associate, Juliet Cass


Agency, WE ARE Pi

Chief Executive Officer, Alex Bennett-Grant

Executive Creative Director, Barney Hobson

Executive Creative Director, Rick Chant

Copywriter, Kyle Foreman

Design director, Seth Josephs

Head of Strategy, Mark Lester

Strategist, Paris Bethel

Managing Director, Patrick Garvey

Senior Account Director, Dave Matthews

Account Director, Daniel Padwick

Production Director, Kim Buttery

Senior Producer, Ekaterina Golovkina

Business Affairs Manager, Emilie Douque


Production, Company Czar

Photographer, Jack Davison

Edit, Brian Ent Kapsalon

Grade, VFX & Finishing , Lauren Orij Crab Salad

Music Supervision, Steph Grace-Summers FRIDAY

Sound Design, Michael Sauvag, Sauvage Sound


E-bikes sales in Europe are predicted to grow from 3.7 million in 2019 to 17 million in 2030, with 10 million e-bikes sold per year as early as 2024. Source: Joint report from : Three groups are industry-supported lobbyist Cycling Industries Europe (CIE), industry association CONEBI, and user group organization European Cyclists’ Federation (ECF).


The global electric bike market was valued at $40,312 million in 2019, and is projected to reach $118,657 million by 2030, registering a CAGR of 10.5% from 2020 to 2030. Source: Feb 2021

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About WE ARE Pi

We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Nike, Heineken, Uber, Diageo and Virgin. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.

We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of OUTO, Black Strat and Plus Plus One.

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