Lazer — Lazer KinetiCore 2026

Commercial · 2026 · by Frame48

We joined Lazer to show their latest lineup of biking helmets built for rugged terrain.

This campaign was a chance for us to take Lazer's Kineticore technology into a more cinematic territory. Exploring the visuals for impact protection started with the goal to make something that felt visually different from our previous Kineticore work. Short, snappy cuts in the edit helped give the fast-paced feeling of riding off-road. We explored numerous directions before landing on the "abstract shockwave" imagery for our imact moment. Keeping this beat consistent for all three products allowed them to live together in the same campaign despite their differences in setting and purpose.

Each unique CG world led to custom troubleshooting solutions: Impala's desert terrain required us to build a custom sand dune solver in Houdini. Sphere needed countless iterations to explore mixing bioluminescence with particle and line treatments. A-Line's abstract environment textures required a precise eye to ensure the moss felt real enough to touch through a screen. Consistent, stylized lighting across all three spots was also key to ensure cohesion- a task made difficult by the extremely stark color palettes.