Frame48 collaborated with Shimano to launch their recent line of IC & Ultread cycling shoes. The studio was tasked with bringing to life the features of six shoes in a cinematic, fully CGI approach. From the breathable mesh of the IC100, to the BOA Fit System of the Ultread XC Series, F48 constructed unique visual narratives for each individual product - delivering a total of 8 hero videos and additional supporting assets for social.
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IC 1
Entry indoor cycling shoe made from durable mesh, with a cross strap for a firm and customized fit.
IC 2
Indoor speed cycling shoe with superior breathability and a firm and comfortable fit.
IC 3
A women’s indoor speed cycling shoe with comfort and walkability front of mind.
IC 5
A women’s indoor cycling shoe that increases efficiency and transfers power straight to the pedals, ensuring that none of your efforts go to waste.
