Bob doesn’t want to break records. He just wants to cruise.
In this promo for Elby’s electric pedal-assist bikes, we followed Bob on his surprisingly dramatic journey to find the perfect ride. From overly aggressive racers to dusty mountain daredevils, nothing felt quite right, until Elby showed up. Featuring Matt Fabiano, this spot is part humor, part how-to, and all heart.
Bob’s New Elby – Culture Pop DNA
This one’s a charmer. Directed, shot, and edited in-house, “Bob’s New Elby” was all about visual contrast, stylized transitions, and punchy comedic beats. We used green screen gags for the riding sequences, subtle performance direction to keep it deadpan, and let the writing do the heavy lifting. We also handled casting, scripting, wardrobe, and color, giving Elby a commercial that feels playful and premium. The kind of piece that’s memorable, shareable, and doesn’t take itself too seriously.
Filmed entirely in Petaluma, this one holds special meaning for us — and for Matt, whose warmth and timing made Bob unforgettable.
