Bytemark, a leading web hosting provider, required a new set of adverts promoting their specialist services. They wanted to convey that their solutions scale as you increase your demands. The simple concept of a businessman riding an ill-fitting bike was appropriate and fitted in with their identity which I had created back in 2004.
Bytemark also required that the adverts were also available in various shapes and sizes. So the challenge was to make something which would also scale to half, quarter or smaller page sizes.