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.

We took more than 4500 pictures during the 24 hours race.

The challenge of the art direction was to transcribe the tension of the 24 hours race as well as possible. The choice of black and white is not insignificant since we wanted to make screen-prints only with the motorcycle's engine oil. Black and white also contribute to the timeless atmosphere you can find in Le Mans. Every photo was carefully chosen to create a balance between men and machine, day and night, micro and macro.