MV Agusta goes to Hollywood

Italian luxury motorcycle brand MV Agusta is headed for the big screen, with an exclusive short film set to premiere at the iconic Venice Film Festival.

The project is written and directed by acclaimed filmmaker Nicholas Winding Refn who is best known for the Ryan Gosling-led car drama Drive.

But there is no Gosling in sight on this occasion, with the all-new MV Agusta Superveloce 1000 Serie Oro taking the lead role in the film, which is titled Beauty is Not a Sin.

In an interview with MV Agusta, Refn said he became involved in the project after being approached by his friend Massimiliano Brun, who was working with the brand to make a commercial. Refn found the concept “very interesting” and decided to join.

Refn also spoke of his admiration for experimental filmmaker Kenneth Anger, whose film Kustom Kar Kommandos is referenced directly in Beauty is Not a Sin. “You can, in a way define how we fetishize luxury and objects because of him,” said Refn. “There is always a clear pathway back to Anger and his work.”

Beauty is Not a Sin is described by MV and Refn as “basically a silent short film” which focuses on the emotion and beauty of the Superveloce.  

“It wasn’t so much the bike that I was interested in,” said Refn. “It was what the motorbike made me feel. Even though the iconography of the motorbike in general is very beautiful, like a piece of art, it’s how to encapsulate that feeling throughout the entire film.”

Interestingly, Beauty is Not a Sin will be screened together with Refn’s directorial debut Pusher as part of the Venice Classics program. “It is a complete NWR experience,” said Refn. “A collision of my past and my future.”

The Venice Film Festival is one of the “big five” international film festivals and is held annually as part of the Venice Biennale cultural exhibition. It was first held in 1932, with this year’s festival marking the 81st edition.