CASESTUDY

Trail-Tested, Technically Told

CGI for Specialized’s Stumpjumper 15

From air shocks to high-speed compressions, we visualised the engineering inside Specialized’s flagship trail bike without losing the energy of the ride. 

For the launch of the latest generation Stumpjumper, Specialized wanted to highlight more than just the bike's performance; they wanted to showcase the engineering that lay beneath it. Central to this was the newly developed Genie air shock, created in partnership with industry-leading Fox Racing. The shock's multi-air routing system reduces bottoming out under high-impact compressions, creating a smoother, more balanced ride across rough terrain.

Our role was to help tell that story visually, clearly, and in a way that matched the energy and tone of Specialized's brand.

Our task was to visually narrate this story, making it clear and engaging while staying true to the energy and tone of Specialized's brand. To achieve this, we worked with live-action riding footage and created two contrasting CGI sequences that vividly demonstrate how the Genie system functions. In the first, we used a classic zoom-and-transition move, starting with a wide action shot and then focusing on the rear shock, seamlessly transitioning into slow-motion CGI. This sequence effectively illustrates the airflow routing through the shock during a significant compression event, making visible what is usually unseen. We then seamlessly transitioned back into the live-action sequence, maintaining the narrative's flow and consistency.

The second scene used footage from a frame-mounted camera during a technical descent. Our team overlaid a rapid series of compression visualisations directly onto the real-world footage, adding a subtle yet effective layer of storytelling. No floating callouts or overly technical text - just intuitive, data-informed visuals that show the shock absorbing a succession of hits in real time.

This content not only supported the launch campaign; it also provided Specialised's technical team with a versatile tool for training and education. The animations offered clear, engineer-approved visuals to help explain the internal workings of the shock to mechanics and product specialists, empowering them with a deeper understanding of the product beyond marketing.

For brands like Specialized, CGI opens the door to more in-depth, functional storytelling. It brings engineering to life, bridges the gap between rider experience and product design, and achieves this all without disrupting the pace of the film. We matched the energy of mountain biking with the clarity of animation, technical storytelling, on-brand and in motion.

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