The Challenge

For the launch of the latest mountain bike platform, Trek needed to communicate not just how the bike performed on the trail, but why it performed the way it did.

The Genie air shock system introduced a new approach to suspension behaviour, relying on internal airflow routing and compression dynamics that were difficult to explain solely from traditional riding footage. While live-action could show speed and terrain, it could not clearly articulate what was happening inside the shock under load.

The challenge was to make this internal behaviour understandable without slowing down the energy of the riding narrative or overwhelming the viewer with technical overlays.

Clarity had to coexist with momentum.

The Approach

Fakery combined live-action riding sequences with targeted CGI visualisation to reveal suspension behaviour at the exact moments it mattered.

Rather than isolating the technology in abstract diagrams, the approach focused on continuity between real-world riding and internal mechanics. High-impact trail moments transitioned into controlled CGI cutaways that showed airflow movement, compression stages, and system response under load.

This allowed the suspension's engineering logic to be explained in the context of real riding conditions, keeping the storytelling grounded and credible.

Revealing What Matters

CGI was used selectively, only where explanation added value.

Internal airflow and compression behaviour were visualised in direct response to trail forces seen in the live-action footage. Slow-motion moments were used to reveal the system's response without interrupting pacing or requiring explanatory text.

By anchoring internal mechanics to visible rider input and terrain impact, the visuals made the performance benefits intuitive rather than theoretical.

The Outcome

The final content supported the product launch with assets that clearly articulated how the suspension system worked in practice, not just in principle.

Externally, the film strengthened the product story by connecting ride feel with engineering behaviour. Internally, Trek’s technical teams used the same visuals to explain system performance to mechanics and specialists.

The CGI became a shared reference point, aligning marketing energy with engineering truth.