Kawasaki : Ninja 10R

Client: Kawasaki
Studio: Fuse Interactive
Role: Art Direction & Design, Image Compositing
Collaborators: Mike Berg - Creative Direction 

In coming up with the visual art direction for Kawasaki's Ninja Supersport 10R update, I wanted to capture peak motorcycle performance on the biggest stage. This concept came to be know as "Epic Race," and as I was working on the design, I pushed forward by telling myself "MORE EPIC, MORE EPIC!!" The raw photo was captured on a hot and dry eastern California race track. To create the world of Epic Race, we shifted the scene to night, to create drama and mystery, and the blue/green tint  adds a moody and cold feeling. The huge stadium packed with fans lends grandeur to the scene, and highlights make the rider feel heroic.  The tight crop, as seen in the print ad (bottom), adds aggression to the moment. The client loved this art direction for the Ninja 10R and it appeared in national and international print ads, large trade show graphics, and a dedicated product microsite. My Kawasaki design has been archived here.    


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