CLIENT : INDIAN MOTORCYCLE
PROJECT TYPE: CREATIVE DIRECTION
A multi-year creative relationship with Indian Motorcycle spanning campaigns, original content, ambassador storytelling and custom motorcycle design. Creative direction centered on developing culturally relevant concepts around key motorcycles and brand initiatives using film, personalities, custom builds and motorcycle culture to introduce products to new audiences and expand the way the brand showed up beyond traditional advertising.
Creative direction identified an opportunity for Indian Motorcycle to connect with a younger generation of riders through a more modern, stripped-down approach to the brand’s traditionally larger platforms. The concept resulted in an original series following Carey Hart and two leading builders as they transformed an Indian Springfield into a road-race-inspired performance bike. In parallel, Skyler Stone set out to design the second Springfield within the project as a Dyna-inspired concept, exploring the potential for a lighter, performance-focused platform that successfully targeted at a new generation of riders.
DYNA KILLER
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As an extension of Indian Motorcycle’s existing Be Legendary campaign, developed to highlight the Indian Scout through the emerging culture of Super Hooligan racing. The project centered on a hero commercial with supporting content, using the raw, grassroots character Jordan Graham of the racing scene to position the Scout within a younger, performance-driven segment of motorcycle culture.
Creative direction for a campaign introducing Indian Motorcycle’s Project Chieftain, a nationwide build competition challenging Indian dealerships to create their ultimate interpretation of the Chieftain. Carey Hart was positioned as the face of the campaign, using his own build to introduce the competition, establish its narrative and drive audience engagement through the public voting process leading into Daytona Bike Week.
BAND OF BROTHERS
Band of Brothers was developed as a short-form social series centered on Carey Hart, Big B and their crew, using their natural chemistry, humor and shared motorcycle culture to create a more personality-driven expression of the brand. The series paired entertainment with organic product integration in order to build a more authentic connection between Indian Motorcycle and its audience.
