ABUS – The Craft



Simply put, ABUS makes the most secure and refined bicycle locks on planet earth. Engineered to last a lifetime and then some. With marine grade corrosion protection, rattle free brackets, flexible double-bolting parabolic shackles that are precision tuned to sound pleasant when removing them from the lock body. The attention to detail is obsessive and impressive. What’s more, ABUS designs its own tooling and robotics to control every step of the manufacturing process. It’s German engineering at its best. The trouble is, people’s perception of the cost of bike locks is shaped by locks that peril in comparison too the quality of ABUS. The Craft films are digital-first tools designed to expose the craft of making an ABUS lock, justifying their premium price, in a meaningful way.

Film Concepting
Art Direction




ABUS - The Craft