128 grams

Fox Factory introduced a seat post 128 grams lighter than their lightest post. To drive the point home they asked TB&O to create a computer model of a milled and drilled post with enough holes to remove 128 grams. (Fun fact: the process of drilling holes in bicycle parts was called Drillium and was used by racers in the 1970s to reduce the weight of their bikes.)

The slider below lets you see the detail of our modeling and materialization.

Transfer seat post with machined holes to make it lighter similar to the 1970s phenomena referred to as Drillium

Same photo-real over and over

Model it. Materialize it. Light it. Use it over and over to create all of the marketing assets. The beauty of product visualization from a computer model and the subsequent photo-real rendering is consistency, speed and economy. Catalog shots, hero images, video content, interactive content for web pages–fast and consistent. And, economical.

Video created by the Fox marketing team to introduce the new Transfer SL seat post and to illustrate how much lighter it is than the previous model

What is Drillium?

Since the inception of the wheel anyone with a wheel wanted to go faster. Cyclists in the day of steel and cast aluminum got clever about how to get lighter and faster by drilling holes and divots in their bike components. It became an art form that has a near cult-like reverence today.

Photo courtesy of the Rouleur Cycling Culture, rouleur.cc