A product film that feels less like a list of features and more like a ride.

Cycling computers are packed with data, features and technology. But the best rides are the ones where you barely think about any of it.

For the launch of The One, we created a cycling film built around a simple misdirection. We hear what sounds like the inner thoughts of a rider completely in sync with his ride — finding the right line, staying focused, keeping track and always knowing where to go.

Only at the very end do we discover the voice was never his.