Hell & High Water: Frame48 Makes Impact With Lazer

In direct contrast to the snappy elegance of their recent film for Sonos, the crew at LA 3D motion house Frame48 conjures two elemental torture tests to showcase the impact protection of Lazer’s cycling helmets. Tom Teller, ECD at Frame48: “We pitched a simple idea: give each helmet its own world. The Sphere lives in a charged electric storm built for the speed of the road, while the Impala carves through a sculpted desert built for the chaos of the trail. “The goal was the same across both spots: stage the impact moment as the visual climax and build up to it with a feeling of weightless speed.” “For Impala, we developed a custom sand dune solver in Houdini so the terrain stayed art-directable while still reading as real, weighted desert. Sphere went the other way, leaning into bioluminescent water droplets, lightning strikes, and lighting that was animated shot by shot to land in a place between editorial and hyper-real. “The goal was the same across both spots: stage the impact moment as the visual climax and build up to it with a feeling of weightless speed.”