NEXT-GEN FREEDOM

To best tell the story of Next-Gen Freedom, the second-generation Ducati Scrambler, the launch video played with an adrenaline-fueled style mixology made between Italy and Spain.

Context

Next & The city

What better way to launch Icon, Full Trottle and Nightshift Scrambler than to place these models right in their natural habitat, the urban environment, which, as they pass by, comes to life through playful and surprising intecut. Not classic driving, then, but a true emotional relationship between Scrambler-Driver-City.

Year

2022

What we did

LAUNCH VIDEO

CHALLENGE

100% cityproof

Showcasing in the most engaging way possible, including visually, the new Scrambler models through the passions and lifestyles of their potential drivers: young people who live the city 100 percent and seek maximum freedom of movement to best surf between super-cool, contemporary professions and personal lives.

Solution

Freedom is fusion

An ambitious fusion of 2D and 3D motion graphics, set in a cosmopolitan setting in which the protagonists, a DJ, a Visual Artist and a Filmmaker, face a rewarding drive on the three new Scrambler models that color and animate the city streets through the mix of different graphic and illustrative styles.

Execution

Visual Challenges

An unexpected montage characterized by short scenes, enriched by futuristic-style effects, which maximize not only the aesthetics but also the character of the models.

Further distinguishing note is the shift from 16/9 to 9/16 format, in a social driven perspective and fully consistent with the look&feel of the video.