When Indian Motorcycle released its latest commercial, it aimed to significantly impact the industry, sparking considerable interest among viewers. “Freedom Machines,” the brainchild of director Matt Boman and his Studio Boman team, is redefining what it means to be a rider today.
Gone are the days of leather-clad men dominating motorcycle ads. Instead, “Freedom Machines” puts women front and center, with a diverse cast that’s as badass as it is groundbreaking. Leading the pack is Gevin Fax, a 30-year veteran of the motorsports world who’s seen it all and broken more than a few barriers along the way.
But Fax isn’t riding solo. She’s joined by a crew of incredible women, including stunt rider Shonie Shoemaker, whose two-wheel skills would make even the seasoned riders double-take. Rounding out the cast are Michelle Corotan, Tana Roller, and Theresa T. Luong-Ermino – each bringing their unique flair to the road.
Now, how did this dream team come together? It wasn’t through some fancy casting call or talent agency. Nope, these riders were found old-fashioned – through word of mouth and personal recommendations. This grassroots approach gives “Freedom Machines” its authentic edge.
But wait, there’s more. While filming at the legendary Sturgis Motorcycle Rally in South Dakota, the production team stumbled upon something truly special—the Medicine Wheel Riders. These Indigenous women from South Dakota aren’t just riding for the thrill of it; they’re on a mission to shine a light on a dark and often overlooked issue: Missing and Murdered Indigenous Women and Girls (MMIWG).
The stats are shocking, to say the least. Indigenous women in the U.S. are ten times more likely to be murdered than the national average. In 2016, over 5,700 cases of missing American Indian and Alaska Native women and girls were reported to the National Crime Information Center. Yet, the U.S. Department of Justice’s federal missing persons database only logged 116 cases. Let that sink in for a moment.
But here’s where it gets exciting. The team behind “Freedom Machines” isn’t content with just raising awareness. They’re putting their money where their mouth is by setting up a GoFundMe page for the Medicine Wheel Riders’ non-profit. This isn’t just about making a cool commercial anymore; it’s about making a real difference.
So, who’s the mastermind behind this revolutionary ad? Meet Matt Boman, a director who believed art should do more than look pretty – it should pack a punch. Born in Atlanta before the internet took over our lives, Boman now calls Los Angeles home. He’s the brains behind Studio Boman, a boutique production company about creating content with a conscience.
Boman has an unconventional background as a director. He started his career on YouTube, where he collaborated with internet personality PhillyD. They operated a successful multi-channel network during a highly dynamic period for the platform. Their efforts were recognized when they received funding from Google’s “YouTube Original Channel Initiative” on two occasions.
But Boman wasn’t content with just conquering the digital world. In 2018, he launched Studio Boman, blending his YouTube-honed skills with the glitz of music videos and the polish of branded content. The result? A production company that’s as comfortable filming drag queens as it is drag racers.
Now, let’s talk about how they actually made this visual masterpiece. Cinematographer Michael Gauthier and his crew didn’t just grab some cameras and hope for the best. They used a high-tech “Black Arm” stabilization rig to capture smooth, heart-pounding footage across hundreds of miles of California and South Dakota’s breathtaking landscapes.
The end result is more than just a commercial. It’s a statement. 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 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 aren’t just shaping reality – they’re rebuilding it from the ground up.
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 sometimes, the powerful statements are made on two wheels, with the wind in your hair and a cause in your heart.
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.
Explore more of our projects at www.studioboman.com and see what we’ve been working on.
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Published by: Nelly Chavez
