The brief

Expand Can-Am's cultural footprint beyond the expected.

After two high-performing years with Migos, Can-Am was ready to reach new audiences — especially those often overlooked by motorsports marketing. The goal: break away from the expected, celebrate individuality, and turn Can-Am's nontraditional three-wheelers into a badge of honor for a new kind of rider.

The insight

In a culture of conformity, boldness stands out.

Can-Am riders already challenged the norms of what a motorcyclist "should" look like. Our campaign needed to do the same — celebrate outliers by casting talent who embodied that ethos across generations, genres, and gender.

The idea

Calling All Outliers — a campaign that championed people who ride their own way.

I brought together rock icon Joan Jett — in her first-ever brand campaign — and genre-breaking artist SAINt JHN. Joan spoke directly to older women, LGBTQ+ riders, and anyone who'd never seen themselves in powersports ads. SAINt JHN connected to a younger, fashion-forward audience charting their own course.

To strengthen authenticity, we selected AAPI director Daisy Zhou to helm the brand's first-ever celebrity-led TV spot. With the brand's AOR sidelined by COVID-era restrictions, I stepped in to lead creative development, casting, and multi-city production — delivering a broadcast-ready commercial and full-funnel campaign on a tight timeline.

The results

We didn't just tell riders they belonged — we proved it with category-breaking results.