The Trip to 11 Million Views

Concept and Creative Vision

How did we get to 11 million YouTube views for a single video? How did we help Indian Motorcycle create their most-viewed YouTube spot of all time? Thought you’d never ask. The team at Revelator, in collaboration with the Speed Shop ad agency, aimed to create a video that highlighted the Scout Rogue’s aggressive styling and performance while resonating deeply with a young, diverse audience. Matt Muir, the director with an established and successful relationship with the Indian Motorcycle brand, led the project with a vision to capture the spirit of authenticity found in the Indian Motorcycle brand.

Austin, known for its vibrant culture and diverse community, set the perfect stage for Revelator’s production: a dynamic video showcasing the Indian Motorcycle Scout Rogue model. We knew we wanted to capture a young, progressive audience with an emphasis on diversity and women-centric riders. This not only included showcasing the beautiful new Scout Rogue and progressive moto-lifestyle, but also showing an eclectic mix of lowrider culture, skate culture, vintage cars, and live music.

Authenticity, Diversity, and Women-Centric Riders

Indian Motorcycle’s riders are a diverse community with a commitment to a high level of authentic performance. We knew the casting, locations, and moto performance should reflect those attitudes. The cast featured real-life Indian motorcycle riders and an assorted cast with various backgrounds. We made sure we kept a particular focus on the reality that many of Indian’s riders are women who embody the fearless and adventurous spirit of the brand. By showcasing a diverse group of riders, Revelator aimed to avoid the possible moto market cliches and highlight the growing presence of women riders in the motorcycle community.

Shutting Down Those Austin Streets?

Capturing the Scout Rogue’s performance was a key production goal for our shoot. This meant working with the City of Austin and the Austin Police Department to safely shutdown streets (DURING RUSH HOUR!) while we shot the aggressive riding footage. With the incredible help of ATX Grip’s team, our crew scheduled a finely-tuned road route. We were able to shoot and execute the speed and dynamic movement needed to pull off Matt’s vision with ATX’s nimble insert car driving in sync with our talented motorcycle riders.

The Scout Rogue’s aggressive styling and performance-minded features were at the heart of the video. Hitting the lifestyle elements and landing the perfect cast would be all-for-not if we didn’t nail the key elements inherent in the bike. This meant detailed storyboarding of each shot in the story structure to make sure we showcased the dynamic visuals inherent in this incredible machine, like the quarter fairing, mini ape-hanger handlebars, blacked-out fenders, and 19-inch front wheels. The powerful Indian Scout and Scout Sixty powertrains, known for their low-end torque and snappy acceleration, were showcased in action, begging for more throttle with every twist.

Capturing the Moto Lifestyle

Capturing the vibrant lifestyle of the moto meet up in our story required layered storytelling and a vibrant case of riders, musicians, and supporting characters. We searched non-traditional casting avenues to find the unique faces and talent we’d need to build our meet up community. The result meant incorporating lowrider culture, skate culture, and vintage car culture. Our video depicts the Scout Rogue as more than just a motorcycle—it became a lifestyle symbol. Skaters performing tricks, vintage cars showing off at the meet-up, and lowriders bouncing to the rhythm of live music created a vivid tapestry of modern, progressive motorcycle culture. The complementary lifestyle cues added depth to the narrative, making it relatable and aspirational for the target audience.

Energetic Score and Rowdy Sound Design

The finished edit of the video, characterized by its quick, energetic pace, exciting music, and rowdy sound design, perfectly captured the essence of the Scout Rogue. The fast-paced editing and high-energy soundtrack mirrored the excitement and thrill of our rider’s experience, leaving viewers with exciting but grounded experience of the Scout Rogue.

The creative vision for this Indian Motorcycle project is a testament to the company’s dedication to authentic storytelling and innovative production. Directed by Matt Muir and supported by the creative team at the Speed Shop, the video has set a new benchmark for Indian Motorcycle with over 11 million views. By focusing on diversity, inclusivity, and the vibrant cultures of East Austin, the team created a video that not only showcases the motorcycle’s impressive features but also resonates deeply with a young, progressive audience. The Scout Rogue, with its aggressive styling and powerful performance, is ready for whatever comes its way—and Revelator’s video ensures that message comes through loud and clear.