To bring the Z models together, we launched Refined Raw: a campaign that threw established conventions out of the window. The promotional video and photography were largely black and white. And, apart from subtle highlights in Kawasaki green, the one colour we used liberally was red: not a brand colour, but an attention-grabbing choice inspired by passion, danger and modernism. The approach was daring – but it was key in creating a campaign that was unusually arresting and representative of the fiery Z series spirit.

All the while, we explored the balance of refinement and rawness. In every image, a bike was presented in ultra-sharp resolution, rendered in the blackest blacks and purest whites to reveal every fine detail – but around it, graphic elements had a roughness, a grittiness. The whole campaign summed up the dual nature of the Z series in a way that (we were glad to hear on the grapevine) made competitors green with envy.