Motion without limits.
A launch film and interactive microsite for a carbon-fibre racing frame.
A CGI film built in Unreal Engine and a WebGL microsite that let users manipulate aerodynamic drag in real time. Sold out in twelve minutes.
- Impressions in the first 48 hours
- 2.4M
- Time to sell out global inventory
- 12 min
- Words of supporting copy on the landing page
- 0
The brief
Where we started.
To launch Kinetic's flagship carbon-fibre racing frame, we needed an artifact that moved as fast as the physical product. The campaign needed to bypass traditional cycling media entirely and launch directly into global hype-culture — a segment that treats cycling as fashion, not sport. Pre-orders had to convert the moment the film went live.
The strategy
A concept-led direction.
A 60-second CGI film built entirely in Unreal Engine. We took the exact aerodynamic stress points from Kinetic's CAD files and turned that raw data into a visual language of fluid dynamics and distortion. The film never explains the product — it demonstrates what the product makes possible. The technical truth becomes the emotional register.
The identity
What we built.
The film is paired with a WebGL-powered interactive microsite where users can manipulate the aerodynamic drag of the frame in real-time within their browser. Zero supporting copy on the landing page. The product name, a price, and a single action: reserve.
Deliverables
- 60-second launch film
- 15-second kinetic-typography social cutdowns
- WebGL interactive microsite
- Pre-order conversion flow
Services
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Vellichor