SRAM RED AXS represents the pinnacle of wireless road drivetrain performance. Engineered for precision, reduced weight, and seamless electronic shifting, the platform reflects SRAM’s commitment to refined integration at the highest level of cycling.

This studio project was created to support the launch of the updated RED AXS system, with a focused emphasis on the Hammerhead Karoo cycling computer, part of the SRAM group. The Karoo functions as a fully integrated GPS head unit, pairing directly with AXS components to deliver real-time data, performance metrics, and intuitive touchscreen navigation within the broader SRAM ecosystem.

The lighting approach centered on restraint and clarity. Controlled studio setups emphasized surface finish, interface detail, and the clean industrial design of both the drivetrain and the Hammerhead unit. The goal was to present advanced technology with visual precision, performance distilled to its essential form.