About the project

The year has started with a spot I have been waiting to direct and shoot for years. The brief was to show off the prowess of MRF’s new sports tyre and I thought this was the perfect opportunity to create a film I have in mind for as long as I can remember.

I decided to chase the concept of creating a street race from a rider’s perspective — fast speeds, steep lean angles, the wind in your face, and every vibration all riders know and love. This meant creating a new and innovative style to film a bike/tyre commercial where the cut and thrust of a street race can be truly felt.

For me and my crew, this became a much loved challenge as I wanted to rig cinema-quality cameras all over the hero motorbike and let them race. (When I say ‘we’ I really meant me, haha). Of course this was accompanied by fast tracking shots where once again I found myself precariously hanging off the back and front of a fast moving tracking vehicle.

I am pleased to say that the shoot went off like a couple of well-planned hard and fast shoot days, and the goal of a rider’s perspective was achieved.



what I did

Commercial / Film

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