Cinematic website experience for an electric superbike
A 3D storytelling platform designed to introduce the future of electric performance.
Year
2025
Industry
Automobile
Location
Chennai, India
Services
UX Research
Website Strategy
3D Animation
Information Architecture
Interaction Design
React | Three.js Development
Project Overview
Introducing a futuristic mobility concept
Mercellenie Automotive India Private Limited is an emerging electric mobility company developing a high-performance electric superbike designed to challenge traditional expectations of speed, engineering, and sustainable mobility. At the time the project began, the bike was still at the prototype stage. The digital platform therefore needed to do more than present a product – it had to introduce a vision. The website was conceived as a teaser experience that would build excitement around the upcoming launch while helping investors and partners understand the ambition behind the project.
Challenge
Presenting a product that had not yet launched
The challenge was unique. The bike had not yet entered the market, which meant the digital platform had to communicate the product’s power, engineering, and potential without fully revealing it. The website needed to create intrigue while also building credibility with investors and partners. Every visual and interaction had to reinforce the idea that the product was real, technologically advanced, and capable of delivering on its promise. Achieving this required a deep understanding of the product itself. The team worked closely with engineers and designers, reviewing prototypes, factory processes, and AutoCAD models to translate the vision of the bike into a digital experience.
Approach
Designing a cinematic product reveal
The entire website was conceived as a cinematic reveal of the superbike.
A dark, minimal interface was used to maintain suspense and intensity, allowing the product to emerge gradually through motion and interaction. Rather than presenting static images, the experience unfolds as a narrative where the bike reveals itself piece by piece.
Using detailed 3D models, the homepage introduces the bike through a curtain-style reveal. As users scroll, the product transitions through aerial perspectives, side views, and close-up moments that highlight the design and engineering of the vehicle. The restrained black-and-white palette keeps the focus on form, motion, and energy, reinforcing the futuristic and high-performance character of the brand.
Execution
A cinematic web experience powered by real-time 3D
The website was developed as a long-form scrolling experience built with React and Three.js, enabling real-time rendering of the bike’s 3D models.
Each section of the homepage was carefully choreographed to create a sense of movement and anticipation. Scroll interactions control the camera perspective, gradually revealing the bike while maintaining a sense of mystery around the final product. The platform was intentionally designed as a pre-launch experience, allowing the brand to later evolve the website once the bike officially enters the market.
Outcome
Building confidence before the product launch
The digital experience became a powerful introduction to the Mercellenie brand, helping communicate the vision and technological ambition behind the electric superbike. The platform not only attracted attention within the mobility and design communities but also played a role in strengthening investor confidence. The project ultimately helped the brand secure investment that was nearly twice the amount originally being pursued. Beyond the launch, the website also became a reference point for interaction design, attracting new clients who were drawn to the cinematic storytelling and technical execution of the platform.
“Wings didn’t just redesign our website; they reshaped how global buyers perceive us. Their team deeply understood our business and delivered a platform that’s both elegant and effective. We’ve seen stronger engagement, better feedback from partners, and now have a digital presence that truly reflects who we are.”
“Redesigning Shivam Jewels’ digital presence was a deep learning curve. We explored how to distill decades of trust and craftsmanship into a seamless, modern experience.
It taught us to strike the right balance between legacy and innovation; sharpening our B2B storytelling and design thinking in the process.”
WINGS Team
