Ideas reimagined
© 2025
Lightweight
© 2025
Client
Lightweight
Services
Creative direction Copywriting 3D modeling Animation Photography Photo editing Website
Year
2025
A New Chapter for Lightweight
Lightweight has spent decades redefining what’s possible in cycling performance. Handmade in Germany and backed by aerospace and medical engineering, each wheel is a feat of precision, built to convert every ounce of effort into pure speed. For riders who expect the best, Lightweight is more than a name. It’s a promise. As the brand moved into a new chapter of innovation, it needed a sharper way to tell its story. We led creative direction across copy, photography, 3D modeling and animation, building a digital presence that captures the brand’s engineering excellence and future-facing mindset.
History in Motion
It all started in 1994, when two engineers, Rudolf Dierl and Heinz Obermayer, met at work and ended up building what would become some of the fastest wheels in the world. By the mid-90s, their handmade carbon wheels were winning gold at the Olympics and dominating Tour de France. The Lightweight name followed soon after, and by 1997, Jan Ullrich was riding it straight into cycling history. Since then, Lightweight’s momentum hasn’t slowed. From team INEOS at the Tour to Richard Carapaz’s Olympic win in Tokyo, their wheels have kept finding the podium. Most recently, in 2025, the launch of MEILENSTEIN ART marked a new peak, built with Alpha Rib Technology and engineered for the highest level of all-round performance.
Creative direction & Copywriting & 3D modeling & Animation & Photography & Photo editing & Website Creative direction & Copywriting & 3D modeling & Animation & Photography & Photo editing & Website
Bringing It All Together
Before a single word was written or render made, we spent time with Lightweight’s team, getting under the surface of their story. We visited the premises, walked through each stage of production with their engineers and worked closely with the team to understand what needed to evolve and what should never change. From there, we defined the creative direction, established a clear visual language, and set the tone of voice to carry the brand forward. In partnership with VKZ Studio, we helped turn that vision into a modern, interactive site that reflects Lightweight’s engineering excellence. Our role went far beyond execution. We led the storytelling, defined the structure, and made sure every element, from the smallest line of copy to the final 3D animation, aligned with the brand’s values and vision. We captured original imagery, advised on visual direction, oversaw video edits, and worked closely with VKZ Studio to shape a digital experience that reflects Lightweight’s precision and innovation.
Inside the Engineering
At Lightweight, performance starts with precision. From proprietary carbon layups to a stiffness-to-weight ratio that’s hard to match, every wheel is built to deliver maximum efficiency with minimal weight. It’s decades of German engineering, refined to the gram.
We brought that engineering to life through engaging, easy-to-understand storytelling. From custom graphs and technical copy to 3D models and animated breakdowns, we made the invisible visible. Our animation of the Reusable Core Technology is just one example, turning complex engineering into something visual and dynamic.
The Evolution of Performance
After years without a major release, Lightweight returned with a bold statement. MEILENSTEIN ART is the most advanced all-round wheel the brand has ever made. It’s built with Alpha Rib Technology for better aerodynamics and handling, a Rim-to-Rim structure for added strength, and the refined Penta-Fly hub for smooth, responsive power. It’s a technical achievement in every sense. To show exactly what makes it special, a custom 3D model guides users through the homepage. More than just a visual feature, the 3D wheel appears throughout the site, spotlighting key innovations in a way that’s both dynamic and intuitive. From the carbon architecture to the precision-engineered hub, the interactive format gives riders a closer look at what sets this wheel apart.
MEILENSTEIN ART Whitepaper
For those ready to deep dive, we created a full whitepaper for MEILENSTEIN ART. It covers everything that makes this wheel Lightweight’s most advanced yet, from technical specs and proprietary breakthroughs to the evolution of its design. We handled the writing and desig of the whitepaper, turning complex engineering into something that’s informative, engaging and worth spending time with. It’s more than a spec sheet. It’s a behind-the-scenes look at cutting-edge performance, made for anyone who wants the full story.
Lightweight Launches its HPC Cockpit
The HPC Cockpit is Lightweight’s next move in performance innovation. Developed over three years, it brings the brand’s signature precision and aerodynamic engineering to the front of the bike. With its integrated carbon construction and minimal drag profile, the cockpit is a serious upgrade for any dream build. We made sure it got the attention it deserves. From photography and photo editing to spec-focused animations, every visual was designed to highlight the cockpit’s technical detail and clean, high-performance design.
Credits
Project Lead: Marco Hinzer Web design & development: VKZ Studio 3D modeling & animation: Matej Vazal, Lukas Hubka MEILENSTEIN ART photography & BTS video: Tobias Bader Lifestyle photography: Michael Blann
