By: Overnight Publicity
“Freedom Machines,” roars onto the screen with a refreshing and revolutionary spirit. This isn’t just another ad; it’s a manifesto on wheels, challenging industry norms and championing causes that extend far beyond the open road.
At the helm of this groundbreaking project is Matt Boman, the visionary director and owner of Studio Boman. Boman, a Georgia native now based in Los Angeles, brings a unique perspective to the world of commercial directing. His journey from the trenches of YouTube’s golden era to the helm of his own boutique production company has equipped him with a keen eye for authentic storytelling and a passion for content that makes a difference.
“Freedom Machines” is a testament to Boman’s belief that art should be more than just visually appealing – it should be a catalyst for change. Drawing inspiration from Bertolt Brecht’s words, “Art is not a mirror held up to reality but a hammer with which to shape it,” Boman has crafted a commercial that does more than showcase Indian Motorcycle’s latest models; it reshapes our perception of who belongs in the rider’s seat.
What makes this cast even more remarkable is how they were brought together. Rather than relying on traditional casting methods, the team behind “Freedom Machines” turned to word-of-mouth recommendations, resulting in an authentic representation of the women’s riding community.
But the story of “Freedom Machines” doesn’t end there. During filming at the iconic Sturgis Motorcycle Rally in South Dakota, the production team had a chance encounter that would elevate the commercial’s message to new heights. They met the Medicine Wheel Riders, a group of indigenous women from South Dakota who ride not just for the thrill, but for a cause that demands urgent attention.
The Medicine Wheel Riders are on a mission to raise awareness for Missing and Murdered Indigenous Women and Girls (MMIWG), a crisis that has long been overlooked. The statistics are staggering: Indigenous women in the United States face murder rates more than ten times the national average. In 2016, while over 5,700 cases of missing American Indian and Alaska Native women and girls were reported to the National Crime Information Center, the U.S. Department of Justice’s federal missing persons database logged only 116 cases. Even more alarming, four out of five American Indian and Alaska Native women experience violence in their lifetimes.
By featuring the Medicine Wheel Riders in “Freedom Machines,” Boman and his team have transformed what could have been a standard motorcycle ad into a powerful platform for social justice. They’re not just selling motorcycles; they’re amplifying voices that have been silenced for far too long.
The making of “Freedom Machines” was a feat of both technical skill and artistic vision. Cinematographer Michael Gauthier and his team employed cutting-edge technology, including a “Black Arm” stabilization rig, to capture smooth, dynamic footage across hundreds of miles of diverse terrain in California and South Dakota. The result is a visual spectacle that matches the power of its message.
Boman’s approach to this project is deeply rooted in his diverse background. Before founding Studio Boman in 2018, he cut his teeth in the fast-paced world of YouTube content creation, working alongside internet sensation PhillyD. This experience, which included securing $1 million twice from Google’s “YouTube Original Channel Initiative,” honed Boman’s skills in creating engaging, impactful content.
Now, with Studio Boman, he blends the authenticity of documentary-style storytelling with the thrill of music videos and the polish of branded content. “Freedom Machines” is a perfect example of this unique approach, combining social commentary with stunning visuals and powerful storytelling.
As “Freedom Machines” makes its debut, it stands as a challenge to the motorcycle industry and beyond. It asks us to reconsider who we see as riders, whose stories we choose to tell, and what responsibilities brands have in addressing social issues.
The commercial reminds us that freedom is indeed “a strong seed planted in a great need.” It shows us that the open road is for everyone, regardless of gender or background. It demonstrates that even a commercial can be a powerful tool for social change when created with intention and heart.
“Freedom Machines” is more than just an ad; it’s a rallying cry. It’s a call to action for viewers to support important causes like MMIWG awareness. It’s an inspiration for a new generation of riders to embrace the freedom of the open road. And it’s a challenge to other brands to use their platforms for more than just selling products.
As we watch these women ride across stunning landscapes, we’re not just seeing a motorcycle commercial. We’re witnessing a movement. We’re seeing the future of advertising – one that’s inclusive, socially conscious, and unafraid to tackle important issues.
Think this was cool? Just wait ’til you see the rest! Hop over to www.studioboman.com for more eye-popping goodness. And if you’re up for it, let’s be friends on social media.
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Published By: Aize Perez
