Honda is considered a serious manufacturer but produces boring bikes.

The race, ‘24 Hours of Le Mans’ is the most prestigious endurance motorcycle race and considered as the place of re-enchantment for the brand, where it restores its image. It was very important to be able to reaffirm the sporting dimension of the brand and to beat the other manufacturers.

The 2022 edition had a high stake for our client Honda.

If they won, they would become the most successful manufacturer in history.

Unfortunately, the team finished in third place.

Having watched Honda Moto lose at the doors of eternal recognition, we remembered a quote from Soichiro Honda: “Failing, is the only way to learn how not to fail”.

Le Mans is the most prestigious motorcycle endurance race. The event is televised and welcomes every year more than 50 000 motorcycle fans from all over the world.

Our 2 photographers took more than 4500 pictures during the 24 hours race. The challenge was to transcribe the tension of the 24 hours race as well as possible. We had an exclusive access to the Honda’s paddock. One of them was a sports photographer, used to shoot bikes moving at more than 300km/h. He was focused on shooting the action on the track. And the other one was more focused on the human side of Le Mans, looking for portraits and attitudes of the Team during the race. Having two completely different styles of photography allowed us to have bike-oriented shots our audience is craving for and add a more human and intimate side you rarely see in the motorcycle industry.