A fun little job for Axa to promote a cycling campaign. The animation playing on the bike wheel is actually captured in camera and is created using a variation on a zoetrope.

18 frames of animation were printed onto card mounted on a bike wheel and this was synced with a camera with a 1/8000 shutter speed. Moving at 9kph gave us a flicker and rolling shutter free moving animation in camera.

There is a short making of film here: https://vimeo.com/369297422