CMS, a.k.a. Consolidated Motorcycle Spares, is Europe’s largest distributor and supplier of classic Japanese motorcycle parts. One of the main reasons CMS became so big, is because they sail their own route. They like to stand out from their competition, to think out of the box. For one of their campaigns, our goal was to present their products in an unexpected way; as a traditional Japanese sushi dish. This resulted in a series of esthetically strong images that makes the viewer watch twice. A simple pay-off will tell the rest.