Rapha— Pro Teams
Overview
For the launch of Rapha’s Pro Team range, we partnered with our long-time collaborators at 3Dctrl to develop a flexible, high-impact multimedia toolkit. This enabled Rapha to seamlessly roll out a suite of CG videos and imagery across social, advertising, and e-commerce channels. Our creative focus centred on the Powerweave Road and Gravel Shoes, alongside the Pro Team Bib Shorts III.
At the core of the project was the creation of fully accurate 3D digital twins of each product, built with photorealistic materials and textures. These assets formed the foundation for a wide range of visual content and immersive brand experiences.
We highlighted the products’ key technical innovations, including the proprietary chamois and advanced textile technologies, such as the Italian-made woven fabric. The re-engineered Powerweave uppers and BOA® Li2 dial system were brought to life to emphasise enhanced comfort and precision fit. The Road Shoes feature 100% carbon soles for optimal power transfer, while the Gravel Shoes are equipped with Vibram Megagrip outsoles for superior traction and control off the bike.
This project went beyond simply showcasing aesthetics — it was about putting the spotlight firmly on the cutting-edge technology that defines these products.
