When we released In Bocca, we saw firsthand the influence that a well-crafted film can have on the price of a product. Those little-know funky cookbooks quadrupled in value, if you are even able to find them now. In a similar move, we used the amazing story behind this truly one-of-a-kind motorcycle to bring awareness not just to its well-known pedigree, but to the humanity behind it. A festival darling and online media sensation within the high-end motorcycle market allowed the reselling of this bike to perform well beyond its predicted bid, and ultimately allowed its original owner Keith to retire comfortably after a long life of service. Win, win.

Earned: The Story of Keith Hale’s Ducati 750ss is available here in its entirety.

Director: Serrini
Client: Moto Borgotaro