Lazer Content Strategy — from studio photography to a 3D-rendered asset system

I developed Lazer’s first formal content strategy, moving the brand from traditional studio photography to a scalable 3D-rendering pipeline — managing a €250K budget and building the asset system that still powers product marketing today.

Client
Lazer in-house
Year
2022 – Present
My role
Content Coordinator
Skills demonstrated
Content strategy Budget forecasting Budget control 3D art direction Cross-functional collaboration Asset systems & governance
Lazer urban helmet, 3D-rendered product image
Lazer urban helmet side view, 3D-rendered product image

€250K

Budget managed, forecast accurately against final spend

4+

New capabilities unlocked — feature imagery, lifestyle imagery, product video, 360 spin e-commerce imagery

1

Asset library built as a foundation for ongoing content

Overview & the challenge

Lazer was using traditional studio photography for product imagery, but as the brand grew, so did the need for a more structured, scalable, high-quality approach.

I led the transition to high-end 3D-rendered imagery, managing a €250,000 budget with accurate forecasting and final expenditure aligning with initial estimates.

What I achieved

  • 01 Cross-functional deliveryCollaborated with R&D for precise design files and with 3D agencies on render accuracy, while keeping brand consistency with internal stakeholders.
  • 02 3D art directionOversaw 3D environments for technically accurate, visually compelling renders — including lifestyle imagery shown ahead of physical production.
  • 03 Systems & governanceImplemented a structured file-naming convention and asset distribution system across the business.
  • 04 New creative capabilityUnlocked cost-effective product video by animating existing 3D files.
  • 05 Extended sell-in windowUnlocked capability to provide complete sell-in materials before physical sample availability.

The 3D asset library

Black Lazer cycling helmet, 3D-rendered product image
Pixel-perfect renders used across e-commerce, packaging and print.
Black Lazer road cycling helmet, 3D-rendered product image
Cyclist in a yellow jersey wearing a Lazer helmet, 3D product content
Pre-production showcased before samples existed. Such as for this Wout Van Aert limited edition helmet.
Lazer Cage KinetiCore social ad showing the helmet on a dark background
Sales and GTM materials built from the 3D library before physical sample availability.
Close-up of Lazer helmet strap and fit system, 3D-rendered
Feature imagery rendered in 3D.
Unlocked 3D CGI video creation possibilities such as this carbon fibre material reveal.
"Alexi is a professional creative, with a sharp eye for brand voice. He brought fresh ideas, clear communication, and consistently elevated the team's creative output."— Christopher Smith, USA Marketing Manager, Lazer at Shimano North America

The outcome

Content creation became a structured, strategic function aligned with business needs. 3D workflows reduced the cost and time required for product visuals while increasing flexibility, and the resulting asset library became the foundation for Lazer’s ongoing content creation.

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