The brief

Make three wheels cool.

Can-Am was launching the Ryker — a fully customizable, three-wheel motorcycle designed for a younger, urban rider. But to that audience, three wheels weren't aspirational — they were outdated. The challenge wasn't just to launch a product. We had to reframe the entire category.

The insight

To shift perception, we had to shift context.

Instead of competing within traditional motorcycle culture, we'd introduce Ryker through the lens of self-expression and cultural cachet. Three wheels, three voices, one story — we chose Migos, the most trendsetting trio in hip-hop, to lead the charge.

The idea

A full-funnel campaign built on cultural relevance, not paid reach.

Each member of Migos received a custom Ryker and began integrating it organically into their lifestyle and content. We activated across social, video, and PR — and extended into unexpected cultural moments:

• Cardi B requested a custom Ryker for her tour (unpaid)
• Offset featured one in a music video (also unpaid)
• We sponsored Quavo's celebrity football game, placing Ryker directly into the hands of high-visibility tastemakers

I led the strategy and creative rollout from start to finish, managing the talent partnership, overseeing content production, and aligning teams across brand, agency, and talent.

The results

We didn't just generate buzz — we shifted behavior.

The legacy

The Ryker went from overlooked to iconic.

Can-Am established itself as a leader among a younger, more diverse generation of riders. We didn't just launch a product — we changed the conversation around an entire category.