IMC - THE FTR 1200

The Brief: IMC was preparing to launch one of their biggest initiatives, the race-inspired FTR-1200. It was going to be the first American-made flat tracker motorcycle, which was a big deal in the category. People had been clamoring for a street-legal version of the FTR 750 (racing bike) for ages. The project had been rumored for over a year (and kept a secret.) It was important. We wanted to announce it in a unique way.

The Strategy: We wanted people to understand that this bike had a genesis of unmatched performance on the race track. That it was, quite literally, born in the dirt and built for the street (which ended up being a pretty sweet headline.) So we positioned the bike as “straight from the track, to your garage.”

The Result: We leaned into our strategy, and created a very real interpretation of “straight from the track, to your garage.” We put an actual garage on an actual flat track and had famed IMC racer Jared Mees slide full speed into it.

Jared Mees rides really fast.

INDIAN MOTORCYCLE - THE FTR 1200

The Brief: Indian Motorcycle was preparing to launch one of their company’s biggest initiatives, the race-inspired FTR-1200. It was to be the first American-made flat tracker motorcycle and something that the category had been clamoring for for many years. It was time.

The Strategy: A street legal version of the FTR 750 racer, the FTR 1200 was quite literally, born in the dirt. So, we positioned the bike as “straight from the track, to your garage.”

The Result: We put an actual garage on an actual flat track and had famed IMC racer Jared Mees slide full speed into it. And then, we told the world. The FTR 1200 was here.

(Jared Mees rides really fast.)