Art Director
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Ducati

 
 

DUCATI: NO LIMITS

Challenge

Ducati is a recognized motorcycle brand who leads in competition racing and its unsurpassed design. They achieve this by continuing to reinvent the way they think. As leaders, they recognized a gap in the market. Ducati expanded their reach to women, an untapped market. 

Approach

Ducati believes that all stigma surrounding women should be eliminated. The abilities of women have no limits. Only the Road can be their judge. We created an ad campaign targeting liberated women with
“NO LIMITS” in mind.

Art Director: Pablo Valles | Illustrator: Jessica Dawson

 

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I decide what’s good for me

They said it wouldn’t be safe. “You’re a woman, you need protection,” they said. Well I say ENOUGH. On my journey I decide what’s “good” for me. Your ceilings will not hold me down. I dare you to stop me.

 

 
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I’m More than capable

Why should something this strong be contained? Tell me, have you ever seen a lioness wait for her meal to be served? Um No! I won’t wait for your permission. I am more than capable. I am untamable. No need to handle with care. Catch me if you can.

 

 
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I’m not asking

Rules are made to be challenged. Roads are meant to be tamed. I’m not asking for permission. I’m taking the keys and with no rules holding me back, only the road can judge me. Who’s gonna stop me?

 

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DUCATI MEETUP & SCHOLARSHIP COMPETITIOns

Ducati will host events around the world, ran by women for women. Vendors, artists, and racers alike will be invited to join in the festivities. Racing competitions will allow different riding brackets from toddlers to young adults to have a chance to win scholarships. Ducati believes that liberty is achieved through education.

 
 
 

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VR-ENhanced motogp simulator

Ducati will partner with oculus to provide a virtual reality experience of the last lap at the MOTOGP circuit.
Participants will be able to picture themselves as a professional rider with no limits holding them back.