The architecture of a launch full of joy.
When Ducati launched the ‘Custom Rumble’ project, a worldwide custom motorcycle build-off based on the Scrambler Ducati, where the winner is chosen by public vote, I was engaged to work on that launch.
First of all we created a concept to drive the all idea. Because the Custom Rumble WHY is all about joy, creativity and handmade stuff in a garage, we did it old school. We chose the concept "handmade with joy". Everything must be executed by hands. Following the Scrambler key colors, black and yellow, a rough grip tape font, a freaky logotype and a fancy 30 seconds anime movie, made with more than 500 pencil drawings.
Everything was spread through social media platforms and Ducati websites.
The result of this project was a megaphone for the Scrambler Ducati branding and the quality of the custom builds was very high, here is my best in class selection.
The "UMC -038" by @hugoeccles @untitledmotorcycles
reviewed by @jaylenosgarage
reviewed on the @playboy "want list".
"Peace Sixty2" by @specialmrmartini
B-Side", by @ducatiroma
"Flamingo", by @vibrazioniartdesign.
brand director: Claudio De Angeli at Scrambler Ducati
product manager: Rocco Canosa at Scrambler Ducati
produced by 515 creative shop
accounting: Riccardo Giacobini at 515
startegy & creative direction: Luca Pilutza
font designer: Gilda
logo and anime: George Boutall at Evergreen design house
Thank you for reading.
Luca Pilutza
