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.)