ABOUT

Brief
Overcome perceptions both rational (expensive, fragile, not for “real-world” use) and emotional (elitist, aloof, unwelcoming) and reposition the brand as an accessible — yet aspirational — choice for US motorcyclists.

Approach
Leverage Ducati’s rich history of performance, technological innovation, and exotic aesthetics to awaken the viewer’s inner ducatista: “You want a rider from another brand to look at a Ducati and respect the brand even if they don’t want the bike.”

My Role: Creative Director
campaign concepts, art direction, copy direction, team leadership