As spring returns, so do motorcyclists. And with them, a quiet, familiar tension. Because behind every rider, there’s someone waiting at home — hoping they return safe. That simple … read morebut universal truth became the heart of this campaign. The film captures this feeling through a striking metaphor: the way a passenger holds on during a ride. That ‘hug’ becomes more than just a gesture. It’s a symbol of connection, of care, and of everything at stake when someone gets on a bike. Director Jef Boes, a passionate rider himself, approached the story with sensitivity and intention. He brought together a crew of fellow riders, allowing the emotion to resonate both behind and in front of the lens. The result is more than a safety message: it’s a moving tribute to love, vulnerability, and the quiet weight of waiting.
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