Three films. One message. Zero lectures.
Commercial Production | Creative Direction | Concept Development | Scriptwriting | Production Management | Cinematography | Post-Production
Motorcycle safety is serious business. Talking to motorcyclists about motorcycle safety without sounding like you’re talking at them? That takes a little more finesse.
Globetrotter Media Group, working alongside professional motorcycle stunt team Twinstunts, was awarded a grant from the National Motorcycle Safety Fund (NMSF) to create motorcycle safety content addressing safer riding, protective gear, impaired riding and accident prevention.
They brought in Unbridled to turn that mission into something riders would actually want to watch.
THE CHALLENGE
Respect the rider. Deliver the message.
The audience wasn’t new to motorcycles. They live them.
So finger-wagging safety PSAs weren’t going to cut it.
Our challenge was to create three distinctly different films that delivered serious safety messages while remaining authentic to Twinstunts, their audience and the culture surrounding them.
The twins still needed to look like the ridiculously talented professional riders their audience knows and follows. NMSF’s message still needed to land.
Safety without killing the thrill. That was the assignment.
THE IDEA
Same mission. Three different ways in.
Rather than stretch one concept across three commercials, we built each film around a different reason to ride smart.
DON’T BE A STATISTIC | :59
The facts.
Hard-hitting motorcycle safety statistics meet footage of riders who know exactly what a motorcycle can do.
No scare tactics. No sermon.
Just numbers worth knowing and a pretty compelling reason not to become one of them.
GEAR UP | :58
The common sense.
The right gear isn’t the opposite of riding hard.
It is part of knowing what you’re doing.
We positioned protective gear not as something riders are told to wear, but as something experienced riders understand is simply part of getting on the bike.
RIDE FOR TOMORROW | :43
The heart.
Then we changed gears.
This film moves beyond statistics and equipment into something far more personal: what you’re riding home to.
The people. The moments. The life waiting beyond today’s ride.
Ride smart today.
Ride for tomorrow.
THE PRODUCTION
One day. Three commercials. Two people behind the cameras.
Simple, right?
Not exactly.
Twinstunts was performing at MotoAmerica at Wisconsin’s Road America, giving us one opportunity to capture everything we needed while Sawyer and Shannon Schmidtman were in town.
They also had three live performances that day.
So we built the production around them.
From sun up through golden hour, our two-person Unbridled crew moved throughout the Road America campus, shooting between performances and obligations while capturing scripted sequences, interviews and audio, action footage, environmental content, green-screen rotations and an extensive library of supporting shots that could carry all three films.
Two cameras. Two crew members. Three commercials.
And one long production day.
BEHIND THE WORK
Every frame had a job.
Nothing about these films came out of a box.
Concept development. Messaging. Scripts. Production schedules. Talent coordination. Shot planning. Location movement. Cinematography. Audio. Editing. Graphics. Music. Pacing. Color. Post-production.
Every piece was touched. Considered. Crafted.
Even in post-production, the question wasn’t simply Does this look cool?
It was:
Does this feel like Twinstunts?
Will riders listen to it?
Does the safety message land without overpowering the people delivering it?
That balance drove the edit.
The spectacular riding earns attention. The twins lend credibility. And the message gets room to do its job.
THE RESULT
Safety content that still feels like motorcycle content.
The finished campaign gives NMSF and Twinstunts three completely different ways to start the same conversation, from factual to practical to emotional.
And, importantly, they’re films both organizations can feel good about putting in front of their audiences.
During the NMSF video review process, our contact from the organization summed it up simply:
“These are so well executed!”
The three-film series is slated for distribution through NMSF and Twinstunts social channels, giving the campaign access to Twinstunts’ audience of more than one million followers.
Three films. Three approaches. One reason behind all of them:
Ride smart enough to keep riding.
SERVICES PROVIDED
Creative Direction • Campaign Concept Development • Scriptwriting • Production Planning • Production Scheduling • Project Management • Talent Coordination • On-Location Production • Cinematography • Audio Capture • Post-Production • Video Editing • Motion Graphics • Color • Commercial Production
And then, somewhere between takes…
Not everything that happened at Road America made the shot list.
During an already unforgettable production day, we also got a front-row seat to Sawyer proposing to his now-fiancée.
Turns out Ride for Tomorrow took on a little extra meaning that day.
