INDIAN MOTORCYCLES “Freedom Machines”| COMMERCIAL

DIRECTOR | MATT BOMAN

PRODUCTION COMPANY | STUDIO BOMAN

Indian Motorcycles – “Freedom Machines”

This project was a true passion piece for director Matt Bowman, designed to challenge stereotypes and highlight the power and freedom of women in motorcycle culture. The film follows a group of lady motorcycle riders across diverse landscapes, proving that motorcycles are not just the domain of men but a symbol of independence and resilience for all.

Shot on a shoestring budget, we adopted a docu-style, run-and-gun approach, traveling throughout Los Angeles and its surrounding environments — from deserts and forests to coastal roads. We even captured moments at the legendary Sturgis Motorcycle Rally in South Dakota, giving the piece a broad geographic scope.

As Director of Photography, I shot with two RED Komodos paired with Tokina cinema zooms and used a stripped-down, minimal crew setup. For dynamic road sequences, we built a car-to-motorcycle chase rig with a speed rail, a black arm, and a Ronin 2 stabilizer, which I controlled from inside a pursuit vehicle. This setup allowed us to track the riders with fluid precision while maintaining the energy and authenticity of their journey.

Lighting was kept minimal, relying largely on natural conditions, but always balanced to retain a cinematic quality. The handheld approach further added immediacy and grit to the visuals. After editing, we employed a film-out process: digitally recording to Kodak 16mm film stock, then scanning it back in. This gave the final piece a textured, analog feel with the grain and imperfections of real film — adding authenticity to the project’s raw, documentary voice.

The final film is a celebration of women in motorcycle culture, captured with the polish of a commercial and the spirit of a road documentary.