New work for Parcours: Strade GT Wheel Launch

Working with Parcours again is always a pleasure, so it was great to head out to their HQ in the Surrey Hills to photograph the launch of their new Strade GT carbon aero wheel set.

With the coffee on and the sun cutting through the workshop, I caught up with Dov Tate as we prepped a fresh set of wheels for the shoot. Between cleaning, polishing and careful handling (always key with high-gloss carbon), Dov talked through the thinking behind the Strade GT and the development of their VibraCORE technology:

“Aerodynamic gains and weight savings are increasingly marginal. VibraCORE takes a different route. It reduces the vibration that reaches the rider, so you carry less fatigue and can run the tyre pressure that’s fast, not just comfortable. Reducing tyre pressure is the most direct way to reduce vibration but it comes with trade-offs—primarily in rolling resistance and handling precision. VibraCORE achieves a comparable reduction without any of those compromises.”

From a photographic perspective, the brief was clear: create a suite of clean product images alongside a set of hero shots that would highlight the refined finish of the rims, while subtly differentiating them from the rest of the Parcours range.

Lighting carbon fibre is always about control—managing reflections to reveal texture without losing the depth and gloss that gives the material its premium feel. For the Strade GT, the focus was on keeping things minimal and directional, allowing the rim profile and surface finish to do the talking.

The final set balances technical clarity with a more atmospheric, brand-led aesthetic—giving Parcours a flexible bank of imagery for both product pages and wider campaign use.

If you’re launching a new product and need imagery that communicates both performance and design detail, feel free to get in touch.

Parcours: Strade GT Wheel Launch - bike advertising product photography.