Rad Power Bikes was opening a slew of new stores across the country, and they wanted to mark the occasion with an awareness-building out-of-home campaign to welcome people through their doors.

Inspired by Rad’s fun-loving e-bike ethos, we created a fresh, localized campaign that took over parking lots, busy intersections, and hilly bike lanes in Denver, San Francisco, Seattle, Portland, and LA. The main message? Turn pain into gain when you ride Rad.