Shimano — DURA-ACE Wheels

Commercial · 2026 · by Frame48

We partnered with Shimano to release their newest high-performance cycling wheels: showcasing another generation of DURA-ACE precision, detail, and advanced technology.

We created seven hero films for Shimano's 2026 DURA-ACE product launch, all starting with raw product CAD files. Using real-world product photography, our CG artists transformed the CAD into render-ready models with materials based on the in-hand physical product. The core challenge of this campaign was communicating each wheel's unique purpose through CG animation - for instance making it clear that the C36 wheel was choice for elevation cycling while the C99 was built for time trials. With such different use cases, maintaining a cohesive visual language across the campaign was just as important as showing each product's unique features.

The DURA-ACE films blended a mix of data-driven elements with strong, consistent visuals that formed the 2026 product launch. Among the most challenging was the wind tunnel. Hinting at the testing process for these wheels while keeping them moving autonomously required us to build a CG chamber of fast-moving wind. Doing this allowed us to show the aerodynamics of the wheels as they weaved together around smooth wind FX, turning complex aero data into digestible visuals.