Droga5 London Launches First Campaign For ADV New Motorcycle

Droga5 London Launches First Campaign For ADV New Motorcycle
B&T Magazine
Edited by B&T Magazine



In their first campaign since winning the global ADV business this past summer, Droga5 London has worked with Royal Enfield to launch their new motorcycle, the Himalayan.

The bike was designed for the unpredictability of the Himalayas, and the new platform takes inspiration from the ‘change of plan’ mindset that is required when traversing the infamous mountains. The campaign is fully integrated with a new design system, photography and film.

The film, directed by Academy Award winners Martin Desmond Roe and Travon Free, juxtaposes expectation with reality. You go with a plan in mind, but the mountain has a different one. It features CS Santosh, professional Indian off-road and endurance rider, alongside Jesslina Nayyar, with the music production being lead by Grammy Award winner Lorne Balfe and Dirty Soup.

The photography, shot by Achille Mauri, captures this mindset with rugged shots of the new bike in action across the awe inspiring Himalayan mountain range, alongside a stunning set of editorial content for a launch ‘zine.

The campaign is the culmination of a stretch of launch activity from Royal Enfield including embargoed media rides in October, a full reveal at EICMA in November and a final launch moment at Royal Enfield’s Motoverse event in Goa. Droga5 London’s design language and films have acted as backdrop to all of this activity; the campaign is now live in earnest with bikes available to buy in India from December, with Europe by the middle of next year.

“The film was conceived and created by the most incredible team of Royal Enfield clients, Droga5, Oscar winning director duo Martin Desmond Roe and Travon Free, and last but certainly not least, the Himalayan mountains. We could not have scripted the crazy and unpredictable elements that the mountain threw our way: the altitude sickness, the crazy weather conditions, the landslides, the beauty, but the Royal Enfield Himalayan was always prepped and primed to take on whatever the mountain had in store,” said Shelley Smoler, chief creative officer at Droga5 London

“The all new Himalayan is a creature of its environment. Whatever your plans are, they’re likely to change. The team from Droga5 helped us catch this perfectly: glossy bike shots juxtaposed with the harsh reality of riding in the mountains, all tied together with the recurring reminder that the ‘mountain has other plans’. Paired with the distinctive and ownable design language, this campaign has captured the spirit of the all-new Himalayan – an equilibrium between man, machine and terrain. We love it,” said Adarsh Saxena, global brand lead-adventure and Royal Enfield

CAMPAIGN CREDITS

Clients – ROYAL ENFIELD

Mohit Dhar Jayal – Chief Brand Officer

Adarsh Saxena – Global Brand Lead

Aiyappa Ponnappa – Brand Manager

Naomi Mitchell – Program Manager

Creative Agency – DROGA5

CCO – Shelley Smoler

Group Creative Director – Matt Hubbard

Creative Director – Ed Redgrave

Snr. Creative – Pete Giblin

Creative – Oscar Gierup, Cameron Turner-Lowe & Conor Hamill

Chief Strategy Officer – Damien Le Castrec

Planners – Aaron Harridge, Liv Francis Cornibert

Head of Design – Stephanie McArdle

Design Director – Matteo Alabiso

Designers – Anya Landolt, Julia Kuisma & Kateryna Kotikhina

Motion Designers – Mike O’Brien & Rob Wicksteed

Group Account Director – Josh Morgan

Account Director – Ben Allan

Head of Production – Peter Montgomery

Snr. Producers – Tom Falck & James Plaxton

Head of Studio – Tim Larke

In-House Editor (BTS) – Justin Stokes

Production Company – DIRTY ROBBER

Directors – Martin Desmond-Roe & Travon Free

DOP – David Markun

Editor – Nick Frew

Executive Producer – Mickey Meyer

Producer – Nicholas Veneroso

Post-Producer – Matt Roe

Business Affairs – Karen Forchione

TALENT

CS Santosh

Sunder Singh

Jesslina Nayyar

Noor Jahan

Narinder Samra (Voice over)

Local Production Company – ANGLES UNLIMITED INDIA

Producers – Kanika Raheja & Sumit Sharma

Assistant Director – Ateet Chatta

Production Managers – Anuj Singh & Gilbert Mascarenhas

Production Coordinators – Chandni Tyagi & Chintan Pandey

Location Manager – Odpal George

Location Coordinator – Stamba

Location Assistant – Noordeen

Sound Recordist – Debangshu Roy

Production Designer – Smriti Wadhwa

Art Assistant – Mudassir

Drone Operator (video) – Chirag Dhariwal

Drone Operator (stills) – Ashwin Raiturkar

Gimbal Operator – Manpreet Singh

Gimbal Assistant – Devender Kumar

Rig Operator – Shashi Kumar

Rig Assistant – Karan

1st AC – Yatendra Kumar

Focus Puller – Shubham Karn

DIT – Nayan Karmakar

Camera Attendant – Gokil Ram

Camera Attendant – Rahul Kumar

Gaffer – Manish Kumar

Stills team Chaperon – Abel

Photography – Puro Management

Achille Mauri – Photographer

Claudia Decaro – Photographer Assist.

Offline Edit – THE QUARRY

Scot Crane & Julian Tranquille – Editors

Richard Goodger – Assistant Editor

Tor Adams – Offline Producer

Post Production – ELECTRIC STUDIOS
Executive Producer – Ben Honour

Creatives – Geoff Parsons & Sam Tootal

Snr. Producer – Tom Bogda

AFX and AI Artists: Pavel Ivanov, Domhnall Malone

Edit: Kingsley Bailey

Grade – Electric Colour

Colourist – Connor Coolbear

Producer – Rosie Corbett

Sound Post Production – 750MPH

Snr. Sound Engineer – Mike Bovill

Head of Production – Olivia Ray

Snr. Producer – Carla Thomas

Music – Dirty Soup

Score Producer: Lorne Balfe

Composer: Kiley Norton

Music Supervisor: Raife Burchell




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