Shimano had developed a new line of mountain bike components that were so precise and "rider tuned." Without having to show the actual product, I wanted to develop a concept that translated how Shimano's new products were so unique, fine-tuned and second-nature to the rider that it would be instinctual to adjust the components while facing the obstacles of the rough trails. With the idea that a fingerprint is unique to an individual, I wanted to show that trail riding with Shimano's components would offer a special, second-nature experience.