Have you felt it? A flash, a fleeting moment. Here, all experience expands. One with everything, perfectly balanced, never more present.

Inspired by the feeling runners experience when they reach a transient state, we explore how this translates to mountain biking in a three-phase launch campaign for FOCUS’ first lightweight e-MTB, the JAM² SL. From conceptualising the transience to investigating the science, we position the JAM² SL as the bike that rides the high.

Creative, Director + Camera Operator: Dominic Simmons

Production: Cut Media

Creative Director: Andrew Ashworth

DOP: Will Evans, Miles Trotter

Photographer: Manuel Sulzer

Producer: Eilidh Campbell

Editor: Gavin Livingstone, Marco Di Gioia, Reuben Bakker-Dyos

Sound: Will Berridge