From daily commuters to serious road racers, every cyclist knows how important it is to be seen, especially in the dark. But what does a bike light do the rest of the time? Not a lot except get in the way. This is something Knog wants change with its versatile ‘PWR’ bike lights. First and foremost, the lights illuminate the ways for cyclists when using pedal power at night. But they can also be used for other outdoor pursuits and provide digital devices with a much-needed charge. Knog approached Jumbla to produce an animation that would promote these exciting charger and modular lights. At the same time, it was important to get across Knog’s fun-loving personality and anti-establishment nature. Fun yet functional animation With in-your-face animation accompanied by a head-nodding bassline, the video aims to get viewers excited immediately.. True-to-life drawings of each bike light demonstrates Knog’s exacting attention to design detail and the product’s versatility, which is equally at home on handlebars or as a headtorch. City streetscapes, and mountainous vistas and humorous scenarios of animals getting up to no good rounds out the animation to encapsulate Knog’s adventurous yet audacious attitude. The promo provides a platform to showcase the PWR bike lights - it also makes you want the product, even if you don’t own a bicycle! Knog’s PWR reveal “The guys at Knog were really excited about their new prototypes and wanted to show them in a clean, technical way, so using clean 3D renders seemed right,” said our Creative Director Oz. “We also wanted to show something colourful with lively animation, so we developed an illustration style based around the idea of different biking scenes being illuminated out of the black background by the 3D torches.” In order to give a sense of the light’s power, bright colours and stark contrasts were built using After Effects, with hard shadows echoing the movement of the light. Our animators also tried to put a small gag or reaction into every scene for a greater sense of discovery. “It was a true Jumbla team effort using a few different areas of expertise,” adds Oz.