Motul In Dust We Trust: invitation poster
- Client
- Motul
- What we made
- poster
- Year
- 2020
- Producer
- Konstantin Zotov
- Illustrator
- Gleb Sinyutkin
- What we handled
- Idea → Design
The invitation poster for Motul In Dust We Trust, a flat-track race at Moscow’s Motovesna show, April 2020. Drawn in five days, live the next.
The race
Motul In Dust We Trust is a flat-track race Motul Russia planned for Motovesna, Moscow’s spring motorcycle show: 4–5 April 2020 at Expocentre, 60 riders. Motul asked for an invitation poster in the spirit of American flat-track race posters, to open registration on social media.
The problem
An announcement in days, not weeks
A full illustration with rounds of approval takes nine or ten working days. Motul wanted to announce the race sooner, while there was still time to fill the grid.
The idea
A rider in an open-face helmet prays with a drive chain wound round his hands like a rosary, the race’s motto rising from the dust behind him. The faith of flat-track in one picture.
When the client asked to show the rider’s shoulder, we kept the layout: the lettering needs its calm patch of dust to read.
The result
“Already live! This is awesome!”
That was the client’s head of advertising on 2 March, the day after the final, when Motul Russia posted the invitation. Riders asked to sign up in the comments.
Then COVID came. In March 2020 Moscow banned indoor events, Motovesna was cancelled, and the race with it.
It finally ran a year later, 2–4 April 2021, at Expocentre. Motul brought the poster back for it.
5 daysfrom the first line to the final
1 dayfrom the final to launch
2021the poster came back when the race finally ran
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