Case Study: Trek launches Fuel EXe with CGI animations by Fakery

Trek launches Fuel EXe CGI visuals with Fakery to showcase the TQ HPR50 motor and a 50% smaller comparison

Trek, a bicycle manufacturer, faced the challenge of explaining the subtle, highly integrated features of its new Fuel EXe electric mountain bike, particularly the compact TQ HPR50 motor system. The task for vendor Fakery was to create CGI animations that made these components clear and engaging without resorting to a technical or clinical feel, while also ensuring the visuals were consistent with Trek's wider campaign photography.

Fakery addressed this by building a photographically accurate digital twin of the bike and placing it in a natural forest environment. Their solution used camera movement to reveal each component, creating a shared visual language for the launch. The assets produced by Fakery, including CGI motion and stills, were used across Trek's campaign. The project was so successful that Trek returned to Fakery for a subsequent project to visualize another new component using the same established visual style.

Trek