case studyfilm · ducati
Seventy-two seconds on a mountain road, shot from the bike.
The gear going on, the road opening up, and the line through every corner, filmed from where the rider sits. A ride film has to sell the ride, so the camera goes where the rider’s eyes are.
The middle of the film: the road opening up
A motorcycle is bought on how it feels to ride and photographed standing still. The category’s own imagery is a three-quarter shot on a clean background: precise, repeatable, and silent on the one thing the rider is actually buying. This film was shot from the bike, on real roads, at the pace those roads get ridden.
The challenge
A showroom frame tells you what a motorcycle looks like. It has no way of telling you what the road does when you lean it in.
Hong Kong’s mountain roads are most of the reason people buy this class of bike here, and none of that reaches a studio backdrop.
How we approached it
Filmed from the bike, with helmet, tank and shoulder in frame, so the viewer sits where the rider sits.
Cut to the road rather than to the machine. The bike is in almost every frame and is never the subject.
It closes on the line a manufacturer has to say and rarely gets to say well: stay safe.
the filmthe delivered cut
Seventy-two seconds.
The gear, the road, and the ride out.
Your film, built the same way.
Nine questions, about ninety seconds. You get a price range and a date at the end of it.