MV Agusta Motor S.p.A. released a 50-minute documentary in celebration of its 75th anniversary. The film, “You see a bike,” talks about what defines a bike from the Italian motorcycle maker, as described by 8 individuals who have crossed paths with MV Agusta in some way. The characters in the film share their own intimate view, offering a new, unexpected perspective on MV Agusta every time.
Besides the interesting views and anecdotes of these fans of MV Agusta, the film mixes in view of MV Agusta insiders telling the story from the company’s point of view, while we also witness the birth of the brand's latest iconic models.
Directed by Andrea Manenti and produced by Addiction-PianoB, “You See a Bike” was shot between 2020 and 2021, in the midst of the pandemic, with all the technical difficulties the situation entailed.
Nevertheless the resultis speak for themselves, serving up a poignant, unconventional and captivating account of the past, present and future of the world’s most iconic maker of motorcycles.
The film was shot on location in Northern Italy, Australia and California, and the cast includes: Horacio Pagani, founder and chief designer of Pagani Automobili; designer and bike maker, Roland Sands; Ottavio Missoni, fashion entrepreneur; stunt rider, Thibaut Nogues; MotoGP photographer, Gigi Soldano; Motorcycling legend, Giacomo Agostini, race rider, Virginio Ferrari; and celebrity DJ and producer, Carl Cox. On MV Agusta’s side: CEO, Timur Sardarov and board member, Ratmir Sardarov; R&D director, Brian Gillen, marketing director, Filippo Bassoli and brand director, Marta Trezzi and also share some screen time.
The speakers were carefully chosen, being individuals universally recognized in their fields. Their impact and pursuit of perfection is also palpable, making their admiration for the brand quite interesting.
The film also shows how videogame designers from Milestone, makers of some of the world’s most successful racing titles, have gone about assimilating and incorporating MV Agusta models into their RIDE videogame. While gamification represents the ultimate consecration for any product or brand, it is also a very effective way to reach out to the new generations, part of MV Agusta’s strategic targets for the future.
“I instantly liked this particular project for its different approach,” said Timur Sardarov, CEO of MV Agusta Motors S.p.A. “It couldn’t be farther from the usual, trite corporate celebration of the past. This film is dynamic, it’s alive and fresh, it’s about our present, it’s about our products being avant-garde and forward-looking, it’s about our enthusiasm and our confidence in the future… I think the film is also enjoyable from an artistic point of view, and I am confident it will be appreciated across generations, bikers and non-bikers alike.”
Unlike the usual, action-packed sizzle real videos from other brands, You See a Bike, offers personal and authentic insights into the brand and its creations. You can watch it here.