eyeballMOTOs Short Film Experience Brings Motorcycle Zen Into Focus

Director Limore Shur recently debuted Experience, a captivating documentary short that goes deep inside the world-famous Yamaha Champions Riding School (YCRS). The film weaves textured depictions of the renowned programs intensive learning environment with stunning footage of students and instructors circling the track full throttle.

To view the film: http://youtu.be/xs7kNeRoTZU

For Shur and many other enthusiasts, motorcycle racing is more than just a hobby, it's a form of meditation - and essential to his creative output as Founder & Chief Creative Officer of creative strategic design agency eyeball. Inspired by the transformative impact that motorcycling has made on his own life, Shur conceived Experience to express the cathartic spirit of the sport while translating it to a broader audience.

I wanted to find a new way to communicate what racing is all about, especially perceptions of the sport in the U.S., says Shur. It's not about showing off how cool we are, or a rock-and-roll lifestyle. It requires a very serious mental focus that's as close to meditation as you can get. It's just contrasted by speed and risk.

A recreational motorcyclist since college, Shur discovered a more profound connection to the sport five years ago after facing personal challenges that took an emotional toll on him. Taking up riding regularly, he soon found himself surrounded by other professionals in similar situations. But instead of the leather-clad Sons of Anarchy gangs to which many people relate motorcycle culture, Shur was in the company of Wall Street bankers, Hollywood screenwriters and other professionals looking for an outlet.

This sport has been a life-changer, says Shur, who describes himself as having an incredibly active mind. It's the only thing I can do to shut my mind down. The mental concentration I've learned through riding translates to every aspect of my life, personally and as a creative. With racing, every turn, every moment is an incredible risk. The focus allows me to completely meditate on what's ahead. It's a great benefit to balance out what I typically do during the day professionally.

Shur enlisted eyeballMOTO, a division of eyeball which both films and sponsors riders, to produce the film. Shot on location at the New Jersey Motorsports Park over the course of two days, his team utilized two cinematographers along with multiple bike-mounted GoPro cameras, chest-mounted GoPros on the coaches, and a drone. In total, they shot 25 hours of footage for the 14-minute film, as well as a 30-second commercial for YCRS. In addition, eyeballMOTO was able utilize the footage in testimonials.

eyeballMOTO's work is the closest any film has ever come to translating the YCRS experience, says YCRS Lead Instructor Nick Lenatsch.

It's a new visual language for moto films, concludes Shur. They've been stuck in one format for the last few decades, so I'm trying to give it a mature, intelligent voice with a more cinematic approach.

EXPERIENCE - an eyeballMoto short film directed by Limore Shur http://youtu.be/xs7kNeRoTZU

Creative strategic design agency: eyeball

Director: Limore Shur

Editor: Jeff Jenkins

Cinematography: Jason Banker & Joe Arcidiacono

Original Music Score: Joe Arcidiacono

Audio: Mike Strachan

Production Assistant: Bryan Culbertson

Sound Mixer: Sonia Manalili

Post Producer: Sara Ferrence

Color Correct: Robby ONeil

Drone Pilot: Jack Simpson

Drone Co-Pilot: Johan Wiberg

About eyeball:

eyeball is a creative strategic design agency that shapes brands through powerful storytelling, stunning design and insightful problem solving. What began as designers leading the motion graphics revolution has evolved over the past two decades into a company that embraces the shared ethos of a visionary ad agency, a full-service live action production company, a motion design studio and a music and audio branding think-tank.

http://www.eyeballnyc.com

###

LINK:	http://news.creativecow.net/story/876545...
	See more stories from creativecow

Most recent headlines