Biltwell Inc.

THE PROJECT

This campaign had to breathe authenticity… As Biltwell sees it, there are a growing number of riders and garage-shop mechanics out there who love the art and science of hand-built motorcycles, but who want nothing to do with today’s custom bike scene. Like the founders of Biltwell, these new motorcycle riders grew up surfing, skating and riding BMX.

THE RESULTS

All marketing pieces spoke directly to customers that simply would not accept the fake bad-boy image that has glutted the market for the last 20 years, nor will they be victimized by heartless, mindless marketing.