Indian Motorcycle Company
Custom Chief Program

THE GOAL: Thrust the all-new Indian Motorcycle Chief in front of as many new eyeballs as possible while also showing off the motorcycle’s ease of customization for those already interested in the motorcycle scene.
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THE CHALLENGE: To find male celebrities between 35-45 who were masculine but not macho, stylish but effortless, who enjoyed vehicles without appearing like a gearhead, and who were well liked to be the recipient of two custom motorcycles. Additionally, they had to be willing to be part of the project, content shoot, and do some press around the project for no additional payment on top of the motorcycle itself.
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THE SOLUTION: We worked hand in hand with their PR agency to target builders who would create interesting custom builds of the bike to show the scope of what could be done and then we found major celebrities and managed their procurement and involvement in the build process, shoots, and interviews. .

We found perfect recipients in Jon Bernthal (The Walking Dead, Fury, King Richard, The Wolf Of Wallstreet) and Nicholas Hoult (Mad Max, X-Men, The Great). Jon loved the stripped down, fists in the wind tough style of the builds done by builder Carey Hart, while Nick had always been a fan of the “bratstyle” of bike made famous by builder Go Takamine.

The videos went on to be the highest performing videos in Indian’s history and the bikes were picked up by countless outlets and social media accounts and are still requested at bike shows all over the world.

THE CREDITS:
Marc Altieri/Sean MacDonald
Creative Director: Sean MacDonald
Producer: Katie Gelfer
Writer: Sean MacDonald
Director of Photography: Ben Brackin
Camera Operator: Joe DiBartolo
Editor: Ben Brackin
Photography: Sean MacDonald
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