Trek

Fuel EXe CGI Product Animations

CGI animations supporting the launch of the Fuel EXe, Trek's first electric Stumpjumper, focused on placing the TQ motor system in context within a complete bike platform.

Trek

Fuel EXe CGI Product Animations

CGI animations supporting the launch of the Fuel EXe, Trek's first electric Stumpjumper, focused on placing the TQ motor system in context within a complete bike platform.

THE CHALLENGE

The TQ HPR50 is compact, quiet, and integrated so cleanly into the frame it barely registers visually. That's precisely what makes it hard to explain. Each component, including motor position, battery, thumb controller, top tube display, and bottle-cage range extender, needed to be shown clearly without making the bike feel clinical or over-engineered.

The CGI also needed to sit alongside Trek's wider campaign photography without visual inconsistency across channels.

THE APPROACH

A digital twin of the Fuel EXe was built to photographic accuracy and placed within a constructed forest environment, giving CGI and photography a shared visual language at launch.

Each system component was revealed through camera movement and framing rather than callouts. A separate motor comparison film placed the HPR50 alongside a conventional motor. The size difference communicates the engineering advantage without commentary.

THE APPROACH

Ultra-macro 3D visualization of a Harmonic Pin Ring gear assembly, showing the high-precision engagement between the wavy outer ring and internal circular spline with realistic brushed metal textures and shallow depth of field.

THE OUTCOME

The final assets supported launch across CGI motion, stills, and composite work within a consistent visual system. Following the main project, Trek returned with a brief to visualise a new headset shim allowing riders to adjust fork geometry. Hidden once installed, it was explained using the same visual language already established for the Fuel EXe.