Permanent Collection

Frame48 Wheel Out Campaign Films for Shimano

Posted on Tuesday, August 25, 2026

Following up their recent work for Lenovo laptops, the crew at Culver City CG studio Frame48 pivot to competitive cycling in this anchor film from a new campaign for the venerable Japanese bike component maker Shimano.

Tom Teller, ECD at Frame48: Each of Shimano’s new DURA-ACE wheelsets has its own unique use case, and our task was to bring that intricate engineering to the surface: the precision of the wheel hubs, product dimensions, and the aerodynamic nature of the wheels and their spokes.

Each of Shimano’s new DURA-ACE wheelsets has its own unique use case, and our task was to bring that intricate engineering to the surface.

The recurring challenge was differentiating each product film while keeping them in a cohesive visual language. We solved this by building a custom environment tailored to each wheel’s purpose.

Consistent finishes carried across every world in the campaign, from frosted acrylic and carbon fiber to chrome trim and hardware details like screws and rivets. That attention to detail kept all films cohesive while letting each one feel shaped by the product living inside it.

Images

A single Shimano DURA-ACE bicycle wheel stands upright in a futuristic, curved, metallic hallway with reflective surfaces and soft, diffused lighting—a scene reminiscent of a stylish campaign film by Frame48. Frame from Stash Magazine article.

Exploded view of a ball bearing assembly, showing separate metal rings, balls, and other components aligned in a row on a light blue background, reminiscent of the precise engineering seen in Shimano DURA-ACE components. Frame from Stash Magazine article.

Close-up of a metallic object labeled Super Aero with dimensions: width 52mm and thickness 0.8mm. The image focuses on sleek, silver components with a modern, industrial design, reminiscent of high-performance gear like Shimano DURA-ACE. Frame from Stash Magazine article.

Two bicycle wheels stand upright in a futuristic, silver wind tunnel with radial light beams and a circular, turbine-like design in the background—a striking setting that captures the cutting-edge spirit of Shimano DURA-ACE, as seen in the latest Frame48 campaign film. Frame from Stash Magazine article.

Two high-performance bicycle wheels are displayed upright. One wheel is a solid disc, while the other has spokes and a deep carbon rim. Both are labeled DURA-ACE in bold lettering on a sleek, modern background, capturing the cutting-edge innovation showcased in the Shimano DURA-ACE Campaign Film by Frame48. Frame from Stash Magazine article.

Images

Client: Shimano

Production: Frame48
ECD: Tom Teller
EP: Julian Conner
Art Director: Steven Lee
CG Supervisor: Enrique De la Garza
CG Artist: Will Hoskin
Junior Compositor: Rahaf Kishk
Junior CG Generalist: Kyle Lin, Luis Mathison
3D Animator: Zhara Honore
Junior Animator: Julia Edwards, Sydney Christensen
Assistant Editor: Emma Limbocker

Stephen Price

Stephen is the co-founder/CD of Stash Media Inc. and the executive editor of Stash Magazine and the Stash Permanent Collection.
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Category: 3D Style, Brand film, CG, Featured, Motion Design · Tags: Frame48, Shimano, Tom Teller