Revving Up Diversity: Indian Motorcycle’s ‘Freedom Machines’

Artist Weekly Staff

“Freedom Machines,” directed by the visionary Matt Boman of Studio Boman. This powerful advertisement not only showcases the brand’s iconic motorcycles but also shines a spotlight on the often-overlooked community of women riders.

The commercial, shot across the stunning landscapes of California and South Dakota, features an all-women cast of riders, led by motorsports legend Gevin Fax. Alongside Fax, the ad showcases the talents of stunt rider Shonie Shoemaker, Michelle Corotan, Tana Roller, and Theresa T. Luong-Ermino. This diverse group of skilled riders brings a fresh perspective to the traditionally male-dominated world of motorcycle advertising.

Director Matt Boman, known for his commitment to social justice themes in his work, was inspired to create this project after recognizing the passion and diversity among women motorcycle riders. Despite their growing presence in the motorcycling community, women riders have long been underrepresented in motorcycle media. Boman’s vision for “Freedom Machines” aims to change that narrative.

The commercial’s production was a feat of both technical skill and artistic vision. Cinematographer Michael Gauthier and his team employed cutting-edge technology to capture the dynamic riding footage. Using a “Black Arm” stabilization rig, they ensured that every shot remained smooth and captivating, even when filming at high speeds across hundreds of miles of diverse terrain.

But “Freedom Machines” goes beyond just showcasing Indian Motorcycle’s products. The commercial takes on a deeper meaning with the inclusion of the Medicine Wheel Riders, a group of indigenous riders from South Dakota. These women joined the project during filming at the Sturgis Motorcycle Rally, the world’s largest motorcycle gathering. Their participation adds a powerful layer to the commercial’s message of freedom and empowerment.

The Medicine Wheel Riders’ mission is to raise awareness for a critical issue: Missing and Murdered Indigenous Women and Girls (MMIWG). The statistics surrounding this crisis are alarming. In the United States, Indigenous women face murder rates more than ten times the national average. In 2016, while the National Crime Information Center reported 5,712 cases of missing American Indian and Alaska Native women and girls, the U.S. Department of Justice’s federal missing persons database only logged 116 cases. Even more shocking, four out of five American Indian and Alaska Native women experience violence in their lifetimes.

To support the Medicine Wheel Riders’ crucial work, a GoFundMe page is being set up. This fundraiser will not only raise awareness but also provide essential resources for organizations like the Red Ribbon Skirt Society and Where All Women Are Honored. These groups offer vital services such as healing centers for families of MMIWG victims, housing, and legal advocacy for those affected by intimate partner violence, sex trafficking, and sexual assault.

Matt Boman’s approach to filmmaking is deeply rooted in the belief that art should be a tool for positive change. He lives by the Bertolt Brecht quote, “Art is not a mirror held up to reality but a hammer with which to shape it.” This philosophy is evident in every frame of “Freedom Machines,” as it challenges stereotypes and amplifies voices that have long been silenced in the motorcycle industry.

Boman’s journey to this project is as unique as the commercial itself. Born in Atlanta, Georgia, in the pre-internet era, he now calls Los Angeles home. As the owner of Studio Boman, he has created content for major brands like Apple Music, Warner Records, and eBay Motors. His work spans a diverse range of subjects, from drag queens to drag racers, always focusing on the triumph of human stories.

With a background that includes an honors degree from SCAD and experience in the fast-paced world of YouTube content creation, Boman brings a fresh perspective to commercial directing. His thesis film “On Homeostasis” received acclaim on the world film festival circuit, setting the stage for his future success.

Before founding Studio Boman in 2018, Boman collaborated with YouTube personality PhillyD, producing daily news segments and managing a multi-channel network. His time at YouTube included participating in Google’s “YouTube Original Channel Initiative,” where he was involved in projects that received significant funding.

Studio Boman reflects the diverse experiences of its founder, Matt Boman, merging documentary-style storytelling with elements of music videos and polished branded content. The commercial “Freedom Machines” showcases this approach, blending social commentary with engaging visuals and dynamic storytelling.

As “Freedom Machines” makes its debut, it stands as a testament to the power of inclusive storytelling in advertising. By featuring a diverse cast of women riders and shining a light on critical social issues, Indian Motorcycle and Studio Boman have created more than just a commercial – they’ve created a platform for change.

The impact of this project extends far beyond the screen. 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.

“Freedom Machines” breaks the mold. It reminds us that freedom is indeed “a strong seed planted in a great need,” and that by amplifying diverse voices, we can cultivate a more inclusive and empowering future for all.

Discover more of our work at www.studioboman.com and see what else we’ve created. Feel free to follow us for updates.