KTM 990 RC R

THE TASK

The KTM 990 RC R marked the austrian motorcycle builder’s return into the Supersport segment. A model that core fans had long asked for. We were given the task to create the big idea and produce a launch, that that needed to create it’s own buzz. Since KTM was already teasing the bike for months with a documentary series about its development process, the cat was mostly out of the bag.

THE RESULT

With the big idea set around the claim “Never Stop”, we created a narrative drawing parallels between KTM’s history and the biography of a racer. The high’s, the low’s the comebacks, the permanent urge to push the boundaries. To deliver this message, we approached MotoGP legend and KTM Testrider Dani Pedrosa. He was kind enough to step in front of our cameras and tell his story, in his words. A perfect match for a bike of high importance for the brand.

We created a launch video, photo set, social posts, as well as videos about features & fenefits (featuring the lead test rider) and powerpart upgrades.