The all-new Yamaha YZF-R9 isn’t just another sportbike—it’s a long-awaited evolution in the Supersport category, engineered to bring track-level performance to the street. Featuring a torquey CP3 powerplant, a dedicated Supersport chassis, and an advanced electronics package, the R9 is built for riders who crave speed, precision, and the undeniable thrill of the ride.

This bike is designed for two types of riders: track day enthusiasts who will push its performance limits and street riders who thrive on carving canyon twisties alone or with friends. Yamaha wanted to make a bold statement with the launch, showcasing not only the R9’s aggressive styling but also its cutting-edge technology. To achieve this, they needed an unforgettable campaign that delivered high-energy action, deep technical insights, and broad market reach.

To capture the essence of the R9, we developed the "Elevate to R World" campaign—an aspirational call to action that positioned the R9 as the next-level ride for those seeking high-adrenaline performance. The campaign revolved around two key components: an exhilarating conceptual action video and a groundbreaking feature-benefit film that redefined how motorcycle technology is presented.