Zipp 1ZERO HITOP with Payson McElveen
Project Info
Client:
Zipp
Year:
2023
Project type:
Commissions
Lightweight carbon wheels built for speed and control on modern cross country terrain.
Shot for Zipp, this series documents the 1ZERO HiTOP wheelset in terrain that reflects the demands of modern cross country riding. The work focuses on the relationship between rider, trail, and equipment, where speed and control depend on precise lines and consistent momentum.
Photographing on rough desert singletrack allowed the wheels to be shown in the environment they were built for. Rocks, roots, and shifting terrain reveal the subtle balance between stiffness and compliance that defines modern carbon race wheels.
Rather than isolating the product from its setting, the images place it within the rhythm of riding itself. Dust, terrain, and movement become part of the frame, grounding the product in the conditions where performance matters most.