Spoke & piston

Biltwell 100

1. The Pre-Race Ritual (Founder/Lifestyle)

Focus on the transition from "Normal Life" to "Racer." This builds the brand's persona through Dennis.

  • The Shot List: Macro shots of Dennis prepping the bike—tightening spokes (on brand!), checking tire pressure, and taping up numbers.

  • The "Founders' Log" Moment: A quick "talking head" clip of Dennis leaning against the truck at 6:00 AM. "What’s the one thing you’re thinking about before you hit the dust today?"

  • The Audio: Capture the contrast between the morning silence and the first bike engine "cracking" the air.

2. "The Dust Problem" (Product Tease/Pain Point)

Since you are selling goggles, you need to make the audience feel the need for high-end eyewear.

  • The Shot List: Slow motion shots of bikes kicking up roost!

  • The Content: Film Dennis and other riders pulling off their goggles after a lap. Focus on the "raccoon eyes" (the dust ring around the eyes).

  • The Hook: A "Mic’d Up" clip of Dennis at the finish line, wiping a thick layer of dust off his face: "If you can't see, you can't win…" This perfectly sets up the goggle launch in June.

3. "The Paddock Mic’d Up" (Community/UGC)

Biltwell events have a very specific, gritty, and inclusive "vibe." Use this to build community.

  • The Content: Walk the pits with a handheld mic. Ask riders: "What’s your favorite part on your bike right now? And favorite part about riding?" (Referring to their favorite mechanical or aesthetic part).

  • The Influencer Angle: If we see notable riders, ask them for a "Pro Tip" for surviving the Biltwell 100.

  • The "WLF Enduro" Style: Film a "pack" of riders moving together through the pits. Capture the camaraderie—the high fives, the shared tools, the beers after the race.

4. "The Mechanical Symphony" (Aesthetic/High-End)

This is for your "Brand Film" assets—the shots that make the brand look premium and established.

  • The Shot List:

    • Heat waves coming off an exhaust pipe in the desert sun.

    • Gloved hands gripping the handlebars (great for future apparel/glove tie-ins).

    • The reflection of the desert landscape in a bike mirror or a helmet visor.

  • Technique: Utilizing a long lens to get "compression," making the bikes and the dust look like a scene from a high-end movie. This mimics the Aether aesthetic.

5. "POV: The Vision Quest" (Action/Product Need)

Film the race from “Dennis’” perspective to show the intensity. Since Dennis is not racing, maybe we can mount a camera on someone else without showing their face.

  • The Content: Mount a GoPro on someone’s helmet and chest.

  • The Edit: Cut together the "chaos" of the race—bikes passing in the dust, the vibration of the bars, the desert floor blurring.

  • The Caption/Hook:"Building the vision... Stay tuned." This is a subtle nod to the goggles without having to show a physical product yet.

Film ideas

Since the Biltwell 100 is a desert race known for being fun, fast, and dusty, it is the perfect environment to establish the community & connection sides of the brand.

Because you don't have the product yet, your goal here is to claim the territory. You are filming the "Why" so that when the goggles arrive in June, the "How" is already understood.

1. The "Founders’ Log": The Road to Launch

  • Concept: A gritty, behind-the-scenes documentary style that follows Dennis and the other founders. This mimics the "Interview Brand Film" but broken into digestible, high-end "chapters."

    • The Content: Film the messy parts—late-night design sessions, testing early prototypes (even if they aren't final), and the founders loading up the van for events.

    • The "Hook": Use a "talking head" style but in motion—mic Dennis up while he’s prepping his bike.

    • Why it works: It builds trust and transparency. People don't just buy goggles; they buy into the founders' obsession with the sport.

    • Visual Inspo: High-contrast B&W or vintage film grain (Super 8 style) to give it a "legacy" feel similar to Aether's brand films.

    2. "The Stress Test": Field Performance (Pre-Product)

    Concept: Even without the physical goggles in hand yet, you can film the need for them. This creates the "problem" that your product eventually "solves."

    • The Content: "POV" riding footage through dust, mud, and glare at the Biltwell 100. Focus on the environment—the roost hitting the camera, the sweat, the desert heat.

    • The "Hook": Mic Dennis up during a race or a heavy trail ride. Capture the heavy breathing, the "holy sh*t" moments, and the post-ride exhaustion.

    • Transition to Product: When the goggles arrive in June, you replay these "harsh condition" clips and transition into a crisp, high-end product shot of the goggles.

    • Why it works: It establishes technical authority before the product even exists.

    3. "The Paddock Sessions": Community & Collabs

    Concept: High-end "Man-on-the-street" style interviews at events like the Aether Rally. This is where you build the "Spoke and Piston" community.

    • The Content: Instead of just filming the race, film the culture. Interview other riders about their gear "pain points." Ask: "What’s the one thing that ruins a ride for you?"

    • The "Hook": "Mic’d Up" interactions with influencers or other brand founders. Don't make it a sales pitch; make it a conversation about the "Restless Spirit" (Aether’s vibe) or "The Pack" (WLF Enduro’s vibe).

    • Why it works: It generates User Generated Content (UGC) potential. You are featuring the faces of the people who will eventually wear your gear.

    4. "The Aesthetic of Motion": High-End Lifestyle

    Concept: This is your "Brand Film" footage. It’s less about racing and more about the "vibe" of the moto-lifestyle—the golden hour, the campfire at Pioneertown, the detail of a greased chain.

    • The Content: Slow-motion, cinematic shots of Dennis riding through the desert or packing his gear. Focus on the textures: leather, dust, metal, and eventually, the lens of the goggles.

    • The "Hook": Use "Soundscapes" (ASMR). The sound of a bike starting, the click of a helmet buckle, the wind.

    • Why it works: This competes directly with Aether. It positions Spoke and Piston as a "premium" brand, not just another motocross startup.

    5. "The Prototype Tease": The June Countdown

    Concept: Transitioning from "Brand Story" to "Product Reveal." This starts in May/early June.

    • The Content: Macro (extreme close-up) shots of the goggles. Don't show the whole product at once. Show the strap texture, the foam density, the lens tint, and the "Spoke and Piston" logo engraving.

    • The "Hook": "Testing in Progress" clips. Film Dennis wearing a "blacked out" or unbranded version of the goggles at an event. Let the audience wonder what they are.

    • Why it works: It creates scarcity and anticipation. By the time July hits, your audience is asking, "Where can I get those?"

    Implementation Strategy for your June/July Goal:

    MonthContent Theme FocusGoalApril (Biltwell 100)The Stress Test & The Paddock SessionsCapture the grit and meet the community.May (Aether Rally)The Aesthetic of Motion & The Founders' LogEstablish the "high-end" brand identity.June (Product Arrival)The Prototype TeaseTransition to product-specific hype.July (Launch)Full Interview Brand FilmThe official "We are here" statement.

Production Logistics

Expenses: Travel, location permits, and talent fees are billed separately at cost.

Why Spoke and Piston?

Your brand isn't just about goggles; it’s about the experience of the ride. My goal is to ensure that every frame we produce feels as premium as the product you’ve built, appealing directly to the sophisticated rider who values quality over flash.

Samples

This is a collection of samples with an emphasis on cinematography, commercial advertising and documentary storytelling focusing on emotion and artistry.