WE R1

A storytelling for speed lovers

The man and his car are viscerally united. The machine is part of his DNA. This is storytelling for speed lovers – for whom motorcycling is more than a passion – starring the superchampion Valentino Rossi.

"We used many different cameras, types of lenses and techniques to capture the idea of symbiosis between superchampion Valentino Rossi and the fastest sport bike available on the market. We created many in-camera effects and we also had fun experimenting with body projection mapping".

Luigi Pane ^:g director

Man Vs Machine

Developed together with DLV BBDO's creative team, the film was shot in Japan – mainly on the Sugo runway.
The protagonist is Valentino Rossi, among the most celebrated riders of motorcycling and winner of nine titles.
He is the only driver in the history of the World Championship to win world titles in four different classes : 125 (1), 250 (1), 500 (1) and MotoGP (6). He also holds the record of the number of Grand Prix starts consecutively in the world of speed, with 228 appearances.

The spot presents two worlds: the real world, where all takes place on the runway, in which we explore views and prospects by different lenses; the second, a dreamlike world, in which man blends with machine.

8 Cameras and futuristic x-rays

abstr^ct:groove team decided to represent the symbiosis between analog and virtual worlds through different techniques and experiments in studio, in particular, the projection mapping on Valentino Rossi's body.

Started from the contours of the body, ^:g realized these mechanical couplings, taking inspiration from the design and technology of the motor: the result is a sort of futuristic x-ray, a futuristic body. All other effects are liquid paints and mechanical solutions shot in macro. It's natural chemical reality.

"How many digital effects are used in this film? "Only one. It's a cameo of digital world, it's the mechanical eyes that we see at the beginning inspired by the manga world".

Little Black Book - interview

Different cameras used include: (Arri Alexa, Sony F55, Red Epic, Red Scarlet, Phantom, Blackmagic, GoPro and an iPhone.), type of lenses (Fujinon Alura, Zeiss Masterprime and Cooke S4) and techniques to capture the idea of symbiosis between superchampion Valentino Rossi and the fastest sport bike available on the market.

Super-exposure over media

Yamaha We R1 campaign hit more than 40 million impressions on the web in a very short time. The project has been reviewed by global press, capturing the attention of the most influent voices in creative advertising. In December 2014 the film won bronze for best editing at Cristal Festival Awards.