E-RAW

This spec commercial was created to highlight the Canyon Torque, showcasing its performance through the skills of James Farrar, a sponsored Canyon Rider. Set against the backdrop of James’ local trails, the commercial focuses on disproving the common misconception that e-bikes are heavy and lack the playful, agile characteristics of traditional hardtail bikes. Through dynamic shots of James ripping down trails, launching off jumps, and navigating technical terrain, the cinematography demonstrates the Canyon Torque’s ability to handle aggressive riding with ease. The focus is on the raw, powerful sounds of the e-bike in action, which help convey the speed, power, and responsiveness of the bike. Despite its electric motor, the Canyon Torque is portrayed as a bike that can still be thrown around and pushed to the limits, just as playfully and with the same finesse as any hardtail. James’ seamless control and fluidity on the bike highlight its versatility, proving that e-bikes can offer the same excitement and maneuverability as their non-electric counterparts.