DUCATI 1199 SUPERLEGGERA LAUNCH
Once upon a time, a production motorcycle with race-bike power and weight was only a dream. Until the dream came into being, under a code name: Project 1201. Prestigious printed invitations, mysterious email and seductive teaser videos allowed a glimpse into this fascinating universe. A cosmos made of rare and precious materials: Tungsten, Magnesium, Titanium…
Then suddenly a dimensional door opened. A website – with access restricted to a selected audience of dealers and top customers – began to tell the story of Project 1201. Starting from the matter of lightness, and the extraordinary components into which it has been forged, to finish with the red cloth slipping away and letting the real name shine: 1199 Superleggera.
- Digital Tools
- Time Frame: 2013
Creative direction and production of the launch, from video and photo shootings to the online campaign and the website