“When I saw this video for the first time, I recognised why I am so in love with motorbikes: they are the only ones that can make you experience all the beauty of the world we live in”. With these words Claudio Domenicali, Ducati’s AD, described the video Blossom produced for the launch of the New Ducati Multistrada 950. My First. My Last. My Everything is the creative concept we developed for a motorbike made for those who seek comfort and style and want superior performance without feeling intimidated. This same concept was applied to the adv, the spot, the lifestyle shootings and the website. To make people in love with motorbikes remember the reason of their crush.