When you live in the Bay Area, you quickly realize that one of the standard status symbols is the bicycle. It’s amazing what kinds of messages you can send on two wheels and a frame. Are you the worn-down fixey hipster type? Or maybe the svelte 2-pound frame roadster? Whatever your look, Bay Area cultural cred requires that the bicycle fits the personality. Well, this situation is about to get a lot more complicated.

Enter “MonkeyLectric”, the bicycle accessory manufacturing group that boasts a creative vision that’s just as impressive as its electrical engineering skills. Put simply, the company likes to put pictures on moving bike wheels – in fact, they just launched a Kickstarter campaign to build a device that would display a movie on your wheel as you ride. That’s right, a moving picture on your wheel that’s rotating at more than 70 RPMs. How do they do it? Well, to understand this requires a brief foray into the world of perceptual psychology.