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The bicycle prototype incorporates a safety system that was designed to react and respond to what is happening on the road in real-time. With over 500 feet of cables woven throughout the bike, it uses an array of sensors connected to a colored display mounted to the handlebars to alert riders to any activity or movement in front of, behind, or to the side of a rider. The bicycle also features an adaptive LED headlight that automatically adjusts its angle of projection based on cycling speed and incorporates an actual, fully-powered Camry car horn. Yes, a Camry car horn. 



Ad Goodness

Inspired by the 2018 Camry, we tapped Priority Bicycles to brainstorm how we could develop safety technology into a working bicycle prototype. With the help of tech guru, Science Channel TV host and Executive Editor of Make: magazine, Mike Senese, we set out to create a one-of-a-kind bicycle that features an integrated safety system that can react to what’s happening on the road without being obtrusive to riders.

World's Safest Bike

This is “what if” thinking by three incredibly innovative companies imagining a better, safer world for motorists and cyclists. Our intent was to build something tangible with Toyota that showcases their newest safety technology and raises awareness for an alarming problem. The result was a raw, but stunning, prototype we called "The world's safest bike." 


CLIENT  // Toyota

AGENCY // 22squared

ROLE  // Executive Creative Director 

Both the concept bike and the film serve to spur conversation about an issue that increasingly impacts cyclists and motorists alike. The goal of the initiative was to champion a bigger push for change, from infrastructure and legislation, to technological innovation, that could ultimately make the roads safer for everyone. 

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