Flash Motors
Infinity X Off-Road Electric Scooter.
How XO3D produced two 40-second 4K product animations for Flash Motors’ CES 2024 launch in Las Vegas, communicating Infinity X performance, controller technology and off-road DNA across show-floor screens and social campaigns.
Hero film
The full hero film.
The Brief
CES-ready hero animation, for a fixed show date.
Flash Motors needed two 40-second 4K product animations to launch the Infinity X at CES 2024 in Las Vegas, one of the scooter and one of its handlebar controller, for the booth screens and the social campaigns that followed. Both had to land in a fixed show window.
The brief called for a visual story that could carry the brand on a global stage: premium finish, off-road capability and the unique handlebar controller technology, all readable in seconds, on muted booth screens and on a phone.
We translated the scooter into a photoreal CGI library for an automotive and mobility launch, with hero films, colourway cuts and engineering detail close-ups produced through a three-stage production line so the CES deadline was never in doubt. Our 3D product visualisation page shows how one model produced every finish across this and other projects.
Project answer
Why use CGI for this project?
- What we made
XO3D produced two 40-second 4K films for Flash Motors' CES 2024 launch: one of the Infinity X off-road electric scooter and one of its handlebar controller.
- Why CGI
CGI made the scooter finish, off-road character and controller technology readable within a fixed show window on both large muted screens and mobile social placements.
- What was delivered
Flash Motors received two 40-second films, one of the scooter and one of its handlebar controller, used at CES 2024 and in its social campaigns.
Film gallery
See this project in motion.
Recognition
A Web Excellence Awards winner.
The scooter film appears as a winner in the Advertising & Marketing, Animation category of the Web Excellence Awards, listed by the organiser as Flash Motors Scooter by XO3D. See the organiser's winner page and our award news post, which explains how entries are judged.
Scope
Two films, two communication jobs.
Flash Motors launched two related products at CES 2024, so XO3D made two 40-second 4K films. The scooter film shows the whole vehicle; the controller film focuses on the handlebar technology.
| Film | Product detail | Destination | Where to see it |
|---|---|---|---|
| Infinity X scooter film | Stance, finish and logo, wheel and suspension movement and the battery reveal. | CES 2024 booth screens and the social campaigns that followed. | See the scooter shots |
| Infinity X controller film | Hero rotation, an exploded view of the housing and circuit board, and macro material close-ups. | CES 2024 and Flash Motors social channels. | See the controller case study |
Feature to frame
| Feature | Visual treatment | Where to see it |
|---|---|---|
| Logo and finish | A macro pass on the Infinity X logo | Shot 03 |
| Handlebar controller | An isolated handlebar sequence, with its own film in the controller case | Shot 04 |
| Wheels and suspension | Dedicated wheel, wheel entrance and suspension cuts | Shot 05 |
| Batteries | A battery reveal among the engineering close-ups | Engineering detail |
The tables describe what each frame shows. They are a communication brief, not a measurement of suspension travel, battery performance or any other specification.
The Work
From CES booth loop to social cut, one pipeline.
A complete CGI library: hero animations, colourway variants, controller close-ups and engineering detail cuts, all produced from one Master Asset for total visual consistency across show floor, web and paid social.
A CES-ready reveal in 4K.
We built the headline product animation around what mattered most for the CES 2024 booth, silhouette, finish and the Infinity X stance. Photoreal CGI gave Flash Motors a launch asset that read instantly on the show floor and on social, without a single physical photo studio booking.
Four finishes from one CGI source.
Yellow, Mint, Green and Black, every colourway was rendered from one Master Asset, so Flash Motors got a full marketing library without re-shooting. Each cut was tuned for paid social, ensuring the brand language stayed consistent across every variant.
Close-up storytelling on the logo.
A macro pass on the Infinity X logo isolates the badge and the finish around it. The aim is to signal material quality at a glance, as a premium cue for a product page hero.
Wheels and suspension, engineering as hero.
Off-road capability is core to the Infinity X. Dedicated wheel and suspension cuts make that off-road positioning legible to a general audience, without asking them to read a spec sheet.
In-context, ready for product pages.
A laptop mockup composite ships the animation inside a real-world scene, useful for product pages, decks and press releases where the asset needs to live beyond the show floor.
Colourway Variants
One model, four finishes, ready to ship.
The delivered scope covered four finishes: Yellow, Mint, Green and Black. This grid shows three selected cuts, Yellow, Green and Black, rendered from the same CGI source for product pages, paid social and CES collateral. Mint appears in the colourway shot and in the still library below.
The deliverable
A complete launch render library.
Hero stills across colourways and detail close-ups, built from the same CGI pipeline so the CES booth, product page and paid social stayed visually locked.
Hero stills
Product render library, hero stills
Detail library
Detail shots, closeup/macro
Production
How the production was organised.
The CES date could not move, so this project ran as a three-stage line, with the stages working in parallel rather than one after another. That was the workflow for this project, set by the show date. It is not a standard turnaround.
01 Animation and camera
Motion and camera paths for the scooter and controller shots.
02 Lighting and materials
Lighting and finishes, including the four colourways from one Master Asset.
03 Post-production and overlays
Compositing, overlays and the motion blur moved out of the render.
Render noise and frame times were the next constraint. Materials and scene complexity were optimised, and effects such as motion blur were added in post rather than rendered, which kept the raw renders clean and quicker to produce. For your own launch, agree the assets and approvals before production.
Engineering Detail
Close-ups of the engineering.
Handlebar twist, suspension travel, wheel entrance and battery reveal, isolated cuts that translate Flash Motors’ engineering story into seconds-long social-ready moments.
Credits
The team behind the work.
Questions
Questions about this project.
Which product is shown?
The Infinity X off-road electric scooter by Flash Motors. This case study covers the scooter film. Its handlebar controller has its own film and its own case study, Infinity X Electric Scooter Controller.
Why were the scooter and controller shown separately?
They were two distinct products with two communication jobs. The scooter film shows stance, finish and off-road character; the controller film shows the controller in rotation, exploded view and macro detail. Each has its own case study.
Could one CGI source support the finishes?
Yes. Every colourway, Yellow, Mint, Green and Black, was rendered from one Master Asset, so the finishes share the same camera language and lighting.
Was this film for CES or social?
Both. The two 40-second 4K films were made for Flash Motors' CES 2024 booth screens and for the social campaigns that followed, with a laptop mockup composite for product pages, decks and press releases.
Planning a launch film? See Launch Visuals and Product CGI Films.
Your next project
A brief of your own.
Use the Infinity X Off-Road Electric Scooter project as a reference for the decisions you want to discuss. Identify the product detail, camera treatment or explanation that matters to your own audience, then scope the new work around your product.
A route to consider
Launch Visuals
A directed launch suite: film, stills and channel versions, scoped around the product story and release plan.
Bring these three things.
- What is useful about the Infinity X Off-Road Electric Scooter reference?
- What is different about your product?
- Where and when does the work need to appear?
Start with an outline. We review the product, intended outputs and timing before agreeing the production scope.
Related work
More from the studio.
Flash Motors
XO3D created a 40-second 4K product film of Flash Motors’ Infinity X electric-scooter controller, one of two films for its CES 2024 launch.
View case study
Rollink
XO3D built the launch CGI system for Rollink’s Flex 360 collapsible suitcase.
View case study
Petalite
XO3D created investor-ready animation and CGI for Petalite’s 1MW electric-vehicle charging system from evolving CAD.
View case study
What was the biggest production challenge?
Studio Commentary.
The CES deadline left no margin, we had to deliver two 4K animations on a fixed show date.
We split the work into a three-stage production line: animation and camera, lighting and materials, then post-production and overlays. Each stage ran in parallel with a dedicated owner.
Render noise and frame times were the next problem. We optimised materials and scene complexity, then moved effects like motion blur into post, keeping the raw renders clean and fast.