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 early morning, pre-race. Question: "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.

"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.

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.

"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.

"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.