MV Agusta S.p.A. has announced the release of a 50-minute documentary film to celebrate the brand's 75th anniversary. The film is a behind-the-scenes account of what the Italian brand represents today and what it has achieved over the past seven decades. The documentary is developed around eight testimonials, from people who have been linked with the iconic motorcycle brand. The plot of the film also develops along two other lines, the company's own introduction, as well as an introduction to the latest generation MV Agusta bikes.
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The film, called, "You See A Bike," has been directed by Andrea Manenti and produced by Addiction-PianoB. The film was shot between 2020 and 2021, in the midst of the pandemic, with all the technical difficulties that came with the restrictions due to the pandemic. The result is described as a "poignant, unconventional and captivating account of the past, present and future" of one of the world's most iconic motorcycle brands. The film was shot on location in Northern Italy, Australia and California. It's in Italian, and some English subtitles would have been helpful to global fans. Nevertheless, the documentary is available on YouTube, if you want to have a look at it.
Watch the documentary:
The cast of the film 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, the cast includes CEO Timur Sardarov and board member Ratmir Sardarov; R&D director Brian Gillen, marketing director Filippo Bassoli and brand director Marta Trezzi.
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.
