Some assembly required.

To help kick off their 50th Anniversary, Park Tool CEO, Eric Hawkins, strikes a heroic pose, revealing the secret to his super strength. As you might guess, their was just a tiny bit of retouching to bring this concept to life.

We shot over 75 different tools in the "test shop" at Park Tool's new St. Paul facility. All retouching and compositing needed to create this cycling cyborg was done in-house.

And the work seems to be striking a chord with their customers. Within hours of posting the ad on their Facebook site, close to 1000 fans from across the globe were showing their enthusiasm for the image.

Eric, the CEO, was great to work with, as was the entire marketing team from Park. Look for more work coming this year to celebrate their 50th Anniversary.