Motion System for Zwift’s End-Of-Year Wrapped Experience
They built thousands of personalized videos in one month. How?
The Little Labs collaborated with Zwift to create a personalized End-of-Year Wrapped video experience for its global cycling community. The project transformed Zwift’s static brand assets into a dynamic motion system that celebrated each rider’s achievements while maintaining consistency across multiple languages. The result was a bold, energetic, and scalable motion identity that reinforced Zwift’s brand DNA.
Insights
- Zwift was racing Strava’s annual “Wrapped” moment, and The Little Labs shipped the full Spinback experience in about a month—using Idomoo to make mass customization easy while still feeling genuinely personal.
- The core design problem: Zwift had strong static brand foundations but “limited motion language,” so the team translated existing assets into a reusable motion system that could adapt to thousands of data-driven outputs.
- A single brand device carried the system: Zwift’s iconic “Z” became a recurring visual/motion motif—used to unify transitions and structure—while pacing and movement mirrored cycling energy (momentum, rhythm, forward motion).
- Localization was built-in, not an afterthought: the motion + typography were designed for clarity and cohesion across four languages, keeping the experience “unmistakably Zwift” regardless of language or user stats.
- The video content had real scale behind it: Zwift’s 2025 recap data includes 1.3 billion kilometres ridden, 11.5 billion metres climbed, 545 million Ride Ons, 20.1 million workouts, and 2.2 million race activities—exactly the kind of stat density that demands a flexible, legible motion system.
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