Freedom Machines: Matt Boman’s New Commercial Celebrates Women Riders

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Image credit: Studio Boman

Director Matt Boman of Studio Boman has once again pushed the boundaries of commercial filmmaking with his latest project for Indian Motorcycle. Known for infusing his work with social justice themes, Boman’s new commercial “Freedom Machines” is turning heads for all the right reasons.

Born in Atlanta and now based in Los Angeles, Boman has made a name for himself creating compelling content for major brands like Apple Music, Warner Records, and eBay Motors.

His portfolio includes groundbreaking works such as “Blurring Man” (2020), a critical look at desert rave Burning Man’s diversity claims in and “Gogo for the Gold” (2022) a sizzling reality dance competition show featuring male GoGo dancers for OUTtv, showcases his ability to capture the triumph of diverse human stories.

Women Take the Lead on Two Wheels

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Image credit: Studio Boman

Freedom Machines stands out in the motorcycle industry for its all-women cast of riders, led by 30-year motorsports veteran Gevin Fax. The commercial features an impressive lineup including stunt rider Shonie Shoemaker, Michelle Corotan, Tana Roller, and Theresa T. Luong-Ermino.

Another interesting fact about the commercial is that the script is based on Langston Hughes’ poem “Freedom.” Its themes can clearly be seen throughout the narrative of the commercial.

Shot across the breathtaking landscapes of California and South Dakota, the project employed cutting-edge technology to capture dynamic riding footage. Cinematographer Michael Gauthier and his team utilized a “Black Arm” stabilization rig, ensuring smooth, captivating shots throughout the challenging terrain.

The production’s journey took an unexpected turn at the world-famous Sturgis motorcycle rally, where the filmmakers encountered the Medicine Wheel Riders. This group of indigenous riders from South Dakota agreed to appear in the video, adding a layer of advocacy to the project.

More Than Just a Commercial

The inclusion of the Medicine Wheel Riders in “Freedom Machines” brings crucial attention to the Missing and Murdered Indigenous Women and Girls (MMIWG) crisis. In the United States, Indigenous women face disproportionately high rates of violence, a fact starkly illustrated by statistics from the National Crime Information Center.

In 2016, there were 5,712 reports of missing American Indian and Alaska Native women and girls. Shockingly, the U.S. Department of Justice’s federal missing persons database only logged 116 cases. This vast discrepancy underscores the urgent need for greater awareness and action.

By featuring the Medicine Wheel Riders, Boman’s commercial transcends typical advertising, serving as a call to action for viewers to engage with this critical issue. The project embodies Boman’s belief that “Freedom, is a strong seed planted in a great need.” This quote encapsulates the essence of “Freedom Machines,” highlighting both the liberating power of motorcycling and the pressing need for social change that the commercial addresses.

How to Support the Cause

Matt Boman and Studio Boman have gone beyond creating a commercial; they’ve ignited a movement. Here’s how you can support their efforts and the causes highlighted in “Freedom Machines”:

  1. Watch and share the “Freedom Machines” video to spread awareness.
  2. Follow Studio Boman on social media:
  1. Support the Medicine Wheel Riders:
  1. Donate to the GoFundMe page supporting the Medicine Wheel Riders non-profit.
  2. Learn about and support organizations like the Red Ribbon Skirt Society and Where All Women Are Honored, which provide crucial services to indigenous women and victims of violence.

By engaging with “Freedom Machines” and supporting these causes, we can all play a part in reshaping reality into a more inclusive, aware, and empowered version of itself. As Boman, quoting Bertolt Brecht, reminds us: “Art is not a mirror held up to reality but a hammer with which to shape it.”

What’s Next For Matt Boman?

Matt Boman’s work consistently demonstrates his commitment to creating impactful content that goes beyond mere entertainment or advertising. His approach to “Freedom Machines” exemplifies this philosophy, blending stunning visuals with powerful social commentary.

Boman’s production company, Studio Boman, has built a reputation for tackling challenging subjects and bringing underrepresented voices to the forefront. This latest project for Indian Motorcycle is no exception, showcasing not only the brand’s products but also the diverse and passionate community of riders who find freedom on two wheels.

Looking ahead, Boman hints at more socially conscious projects in the pipeline. He continues to seek out stories that challenge societal norms and inspire positive change, always with an eye towards creating visually striking and emotionally resonant content.

As Studio Boman grows, Matt remains committed to his core values of representation, social justice, and innovative storytelling.

Premiered on Monday, July 1st, at 11 AM PST.

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