Indian Motorcycle — Launching With Narrative, Not Noise

Rather than producing a traditional 30-second TVC to launch the Scout 101, we built a larger story. One that reframed the history of Indian Motorcycle for a new generation of riders, while introducing the bike through purpose-built social storytelling and a longform, anthemic film designed to live beyond a single release moment. The campaign was structured as a rollout, not a drop. Short-form teasers were released strategically in the lead-up, creating sustained speculation across the automotive and motorcycle communities about what Indian was building next. The conversation grew organically, driven by curiosity rather than messaging. This same teaser-led approach was used successfully on the Honda Goldwing, where anticipation became as valuable as the launch itself.

The work was never about content in isolation. When I collaborate with brands, I aim to live inside them long enough to understand how to ignite culture, not just fill channels. The goal is to introduce legacy brands to new audiences in a way that feels earned, modern, and emotionally grounded. When this campaign released, Indian Motorcycle turned a profit for the first time in decades. That outcome mirrors similar results from my work with BMW, which helped support the most profitable year in the company’s history.

The common thread is not format or platform. It is storytelling built to scale, designed to matter, and executed with intent.