Indian Motorcycle’s ‘Freedom Machines’ Redefines the Road

Celebrity News Staff

By: Overnight Publicity

Indian Motorcycle’s latest commercial, “Freedom Machines,” is a breath of fresh air that’s got everyone talking. Directed by the innovative Matt Boman of Studio Boman, this groundbreaking ad is more than just a showcase of sleek bikes—it’s a powerful statement about inclusivity, representation, and social justice.

At first glance, you might think it’s just another motorcycle commercial. But look closer, and you’ll see something revolutionary: an all-women cast of riders, each bringing their own unique story to the open road. Leading this diverse pack is Gevin Fax, a true legend in the motorsports world with three decades of experience under her belt.

But Fax isn’t riding solo. She’s joined by a crew of equally impressive women, including stunt rider Shonie Shoemaker, whose skills on two wheels are nothing short of jaw-dropping. Rounding out the cast are Michelle Corotan, Tana Roller, and Theresa T. Luong-Ermino, each bringing their own flair to the ride.

What makes this cast even more special is how they came together. Forget fancy casting calls or talent agencies—these riders were found through good old-fashioned word of mouth and personal recommendations. It’s this grassroots approach that gives “Freedom Machines” its authentic edge.

But the story doesn’t end there. While filming at the iconic Sturgis Motorcycle Rally in South Dakota, the production team had a serendipitous encounter that would take the commercial to a whole new level. They met the Medicine Wheel Riders, a group of indigenous women from South Dakota who ride for a cause much bigger than themselves.

These women aren’t just riding for the thrill—they’re on a mission to raise awareness for Missing and Murdered Indigenous Women and Girls (MMIWG). The statistics are sobering: 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 were logged in the federal database. It’s a crisis that demands attention, and “Freedom Machines” is helping to amplify these voices.

Behind the lens of this groundbreaking ad is Matt Boman, a director who believes in the power of art to shape reality. Born in pre-internet Atlanta and now based in Los Angeles, Boman is the creative force behind Studio Boman, a boutique production company that’s all about creating content with impact.

Boman’s journey to this project is as unique as the commercial itself. He cut his teeth in the fast-paced world of YouTube, working alongside internet sensation PhillyD. Together, they ran one of YouTube’s popular multi-channel networks during the platform’s ‘Golden Era’, even securing significant profit from Google’s “YouTube Original Channel Initiative”—twice!

In 2018, Boman took the leap and launched Studio Boman, blending his YouTube-honed skills with the artistry of music videos and the polish of branded content. The result is a production company that’s as comfortable filming drag queens as it is drag racers, always with an eye on the human stories that make content truly resonate.

But let’s talk about the nitty-gritty of how they brought this vision to life. Cinematographer Michael Gauthier and his team didn’t just point and shoot. They employed cutting-edge technology, including a “Black Arm” stabilization rig, to capture smooth, dynamic footage across hundreds of miles of California and South Dakota’s stunning landscapes.

The end result is a commercial that’s as visually stunning as it is socially significant. 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.

“Freedom Machines” isn’t just showing us what motorcycle culture looks like today—it’s showing us what it could and should look like. It’s reminding us that freedom isn’t just about the open road; it’s about breaking free from stereotypes and expectations.

As Boman puts it, quoting Bertolt Brecht, “Art is not a mirror held up to reality but a hammer with which to shape it.” And with “Freedom Machines,” Boman and his team are doing just that—reshaping the reality of what a motorcycle ad can be and what it can accomplish.

This commercial is more than just a marketing tool. It’s a platform for change, a celebration of diversity, and a call to action. 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 “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.

So the next time you see a motorcycle ad, remember “Freedom Machines.” Remember the women who are changing the face of riding. Remember the Medicine Wheel Riders and their fight for justice. And remember that freedom, indeed, is “a strong seed planted in a great need.”

Intrigued? We thought you might be! Why not take a peek at www.studioboman.com? It’s where all the magic happens. Oh, and if you want the inside scoop. Trust us, you won’t want to miss what’s coming next!