For the road segment of the 'Pure Precision' campaign, we crafted three videos that shed light on different technologies. Within these videos, we aimed to depict the product in action, showcasing its features amidst everyday scenarios.
Stay cool under pressure with Shimano ICE-TECH brake technologies. Designed to dissipate brake heat and provide the most reliable and quiet braking available, ICE-TECH helps increase rider confidence, whatever the conditions.
It’s 3-layer rotor construction of stainless steel and aluminum results reduces heat throughout the system for better braking performance while also extending pad life. Ride with confidence knowing that ICE-TECH provides consistent braking performance on any road, in any conditions.
Discover the efficient power transfer and secure connection of Shimano's SPD-SL road cleat and pedal platform. Designed for seamless integration with Shimano footwear, the cleat and pedal can be fine-tuned for each rider by adjusting the pedal spring tension and by selecting from three cleat options with different float and pivot point locations.
SPD-SL cleats distributes energy evenly and efficiently from your foot to the pedal for long-lasting performance and they’re system-engineered and rider-tuned all-day comfort on the bike.
Born from decades of precision-engineered drivetrains, HYPERGLIDE+ delivers Shimano’s premium shifting technology that allows riders to shift smoothly and securely up and down the cassette without letting off the gas.
Advanced shift ramps in the cassette combine with extended inner plates on the chain to deliver maximum efficiency and incredibly smooth shifting performance virtually anywhere. HYPERGLIDE+ has the unique ability to perform any shift, anytime you need it.
production company: Anthill Films
account: Ian Dunn
directed and shot by: Matthew Butterworth & Mark Johansson
produced by: Thibaut Balcaen
edit and colour by: Mark Johansson
sound by: Jonathan Osborne
vfx by: Arnas Gaudutis & Zach Rampen