We don’t know how long we have. Whether it’s as an individual or as a human race. Not trying to be a buzzkill here, but I find it a healthy thought to circle back every now and then reminding myself of my own mortality. The main point Im trying to make is that by understanding our fragility, it actually makes us stronger. We appreciate and understand life more. We focus on the things that matter.

So when it came down to creating a campaign for the Ristretto 512 I wanted to package this mentality into the messaging not only because of the impact e-bikes in general have on peoples lives, but more specifically how the beauty and riding experience of a 512 can make life a bit more enjoyable regardless of how long we have left here. 

- Daniel Fickle 

Film directed and edited by Daniel Fickle for Ristretto®