Riding with Ewan McGregor
The campaign, designed around Ewan McGregor, is a movie in itself. From a movie trailer designed as an Insta story to the advertising campaign reinterpreting the look & feel of cinema posters. Combining digital slow motion and 16mm film footage, the campaign is a sort of intimate travel documentary, an authentic and engaging journey offering the audience a unique perspective on the bike, as if they were riding it themselves. Inspired by iconic Steve McQueen, the film has no script or poses: the only protagonists are Ewan McGregor interpreting himself and its passion. Our movie, directed by Paolo Zambaldi, captures the essence of an epic journey riding an all-terrain bike that can literally reach anywhere.