Wheels of Change: Indian Motorcycle’s “Freedom Machines” Rewrites the Rules

Famous Times Staff

Indian Motorcycle has unveiled “Freedom Machines,” a commercial that’s as much a social statement as it is an advertisement. Directed by the forward-thinking Matt Boman of Studio Boman, this groundbreaking piece is challenging long-held stereotypes and giving voice to communities often overlooked in the world of two-wheeled transport.

At first glance, you might think you’re watching just another sleek motorcycle ad. But as the camera pans across the diverse faces of the all-women cast, it becomes clear that “Freedom Machines” is anything but ordinary. This isn’t your grandfather’s motorcycle commercial – it’s a glimpse into the future of riding.

Leading the pack is Gevin Fax, a veteran with three decades of experience in the motorsports world. Fax isn’t just along for the ride; she’s blazing a trail for women in an industry that’s long been a boys’ club. Joining her are stunt rider Shonie Shoemaker, whose skills would make even the most seasoned riders sit up and take notice, along with Michelle Corotan, Tana Roller, and Theresa T. Luong-Ermino. Each of these women brings her own unique story to the road, creating a tapestry of experiences that reflects the true diversity of today’s riding community.

But “Freedom Machines” doesn’t stop at challenging gender norms. During filming at the legendary Sturgis Motorcycle Rally, the production team had a chance encounter that would take the commercial’s message to a whole new level. They met the Medicine Wheel Riders, a group of indigenous women from South Dakota who ride with a purpose that goes far beyond the thrill of the open road.

These women are on a mission to shine a light on a crisis that’s been hidden in the shadows for far too long: Missing and Murdered Indigenous Women and Girls (MMIWG). The statistics are shocking: Indigenous women in the U.S. face murder rates more than ten times the national average. In 2016, over 5,700 cases of missing American Indian and Alaska Native women and girls were reported, yet only 116 made it into the federal database. It’s a stark reminder of the work that still needs to be done to protect and value all members of our society.

By featuring the Medicine Wheel Riders, “Freedom Machines” goes beyond being just a commercial. It becomes a platform for social change, a megaphone for voices that have been silenced for too long. And it doesn’t stop at raising awareness. A GoFundMe page is being set up to support the Medicine Wheel Riders’ non-profit, turning viewers’ engagement into tangible support for organizations working on the front lines of the MMIWG crisis.

Behind the lens of this revolutionary ad is Matt Boman, a director who believes in the power of art to shape reality. Born in Atlanta in the pre-internet era and now calling Los Angeles home, Boman brings a unique perspective to his work. His journey from YouTube content creator to the owner of Studio Boman has equipped him with the skills to create content that’s not just visually stunning, but also socially impactful.

Boman’s approach to filmmaking is encapsulated in the Bertolt Brecht quote he lives by: “Art is not a mirror held up to reality but a hammer with which to shape it.” With “Freedom Machines,” Boman isn’t just reflecting the current state of motorcycle culture – he’s actively working to reshape it into something more inclusive and socially conscious.

The making of “Freedom Machines” was no small feat. Cinematographer Michael Gauthier and his team used cutting-edge technology, including a “Black Arm” stabilization rig, to capture smooth, dynamic footage across hundreds of miles of California and South Dakota’s most stunning landscapes. The result is a visual feast that matches the power of its message.

But “Freedom Machines” is more than just a technical achievement. It’s a challenge to an industry that’s long been stuck in neutral when it comes to representation. It’s a rallying cry for those who’ve been sidelined and silenced. It’s a reminder that freedom isn’t just about the open road – it’s about breaking free from stereotypes and expectations.

As “Freedom Machines” makes its debut, it stands as a testament to the power of inclusive storytelling in advertising. It challenges the motorcycle industry to reconsider its representation of riders, encourages viewers to support important causes like MMIWG awareness, and inspires a new generation of women to embrace the freedom of the open road.

This isn’t just about selling motorcycles. It’s about selling an idea – an idea that freedom is for everyone, regardless of gender or background. It’s about planting that “strong seed” of freedom in the “great need” for change.

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.

“Freedom Machines” is more than just an ad; it’s a call to action. It’s asking us to rethink who we see as riders, whose stories we choose to tell, and what responsibilities brands have in addressing social issues. It’s challenging other companies to use their platforms for more than just selling products.

In the end, “Freedom Machines” reminds us that true freedom comes not just from the thrill of the ride, but from the power to make a difference. It shows us that even a commercial can be a vehicle for change when created with intention and heart.

Got that creative itch? We know just how to scratch it! Check out www.studioboman.com for a dose of inspiration. Let’s make some noise together!