Style. Substance. Edge.

The new Trident 660 mixes modern British sophistication with an edge of rebellion. It’s got style to burn and a uniquely British cool that’s easy to recognise, but hard to define. And it’s not all about the aesthetics – when you open up the throttle, that rock and roll spirit is unleashed.

To launch the Trident 660, we devised a dual shooting strategy to create an impactful global campaign that was executed across organic and paid social, web, YouTube and print.

The first part of the shoot took place on the dramatic concrete flyovers of Las Vegas, with a second studio-based shoot in London. By projecting the dynamic riding footage over edgy British models in the studio, we helped to define the almost indefinable, a modern British motorcycle that has it all – style, substance and edge.