Objective
The XPulse is an adventure bike, which means it only makes sense off the road. Showing it to customers on a showroom floor sells nothing. Hero needed customers on the bike, in the terrain it was built for.
Studios
Sports & events
Hero MotoCorp
Run as a customer ride programme across two days: an adventure ride and a timed track day. — Delivered at Wanderers Adventure Sports, before Hunar.
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Two days customer riding, dirt to track
EventsShoot
Behind the scenes
Two days in the dirt with Hero
How we solved it
Built the days as rides, not demos. Customers put on the bike in dirt and dust, with a timed track-day format and numbered bibs so it read as competition rather than a test ride. Shot through the dust instead of around it, with the Hero branding framing the action rather than sitting apart from it.
Results
What it added up to.
Two days of customer riding delivered, plus a stills set built for speed and grit rather than product laydowns.