A convention that hits the throttle

Yamaha needed a step‑change. After years with the same format they wanted to transform their annual dealers convention and match the content with the ambition of their launches. So we flipped every angle.

Six new models, one day.

The toughest part wasn’t the build or the pace: it was working one‑on‑one with each speaker, breaking their usual style and coaching them to feel comfortable in a format that was more visual, clear and to the point.

When they finished, everyone knew it had been worth it.

The highlight came after a full blackout. Music hit, the teaser rolled… and the LED screen split in two to let six riders enter with the new models. Simple and punchy.

The day ended with a gala dinner at Soto de Mónico. Giant logo projected onto the mountain, fire show, and the current MotoGP champion’s bike centre‑stage. Every detail raised the experience without losing focus: show product, train, inspire.