We asked ourselves: how can we persuade car drivers to try a Yamaha product instead?
A very simple, but important, truth about all of Yamaha's vehicles: they put you much closer to your environment. You see more, and experience more, than in any car.


We created a new visual concept for Yamaha Europe. Moving away from the typical 'Man on bike', we focused on very specific Moments the rider experience on their bikes.
e.g. The smell of a corn field, the humidity of mountain passes, the fresh air of the ocean, the smell of freshly rained on soil, the sound of seagulls, the moment when you decide to go left or right. These are all moments which you generally don't experience in a car. These images celebrate the joy of riding.

To better places.