The Facebook and YouTube campaign, ‘How do you feel when you ride?’, developed by Ogilvy & Mather Singapore, ran in several markets including India, Indonesia, Thailand, Vietnam and the Philippines. It features a two-minute film that shows a biker powering along the open road, taking on all kinds of challenges. The brand and agency used insights from bikers, including the feelings they get from riding and acceleration, to help create a visual tapestry that mixes animation and real footage.
The 5-day schedule was filmed in New Delhi and Sonipat.
The film demanded a variety of locations to meet the creative brief. The client wanted a typical Indian feel but not specifically Delhi. Our team went in different directions looking for abandoned tracks, airstrips, bridges, old fashioned alleyways, abandoned industrial sites, villages, cafés, garages with character and bikers' meeting points.
We literally served everything on a platter and most of the locations were officially covered. However, there are always those little risks that every production takes (more often than not - unwillingly). In this case, we had a fleet of motorbikes riding 500 meters next to a railway track! The shot obviously had to be timed to be taken with the train alongside. Now this being on the outskirts of Delhi, it was an area we considered safe. So safe that the number of spectators kept increasing; with that the probability of the police to check in on what was happening kept increasing as well… but stopping or delaying the shoot does not exist in our rule book!
Imagine a production team being nervous wrecks on the inside, with perfect calm, smiling faces on the outside… an internal explosion about to happen, but then, finally the shot gets done. Phew! A sigh of relief and perfect timing - as the crowd disperses and the air-conditioned cars leave, the police arrives! Now that, is a visual of a lifetime!!!