Can-Am Ryker Launch Campaign in Europe

Product Photography/Lifestyle Content

Client: BRP Germany GmbH / Bombardier Recreational Products

Industry: Automotive & Motor bikes

Region: Düsseldorf, Germany

BRP approached me to execute an entire photo set shot for the introduction of the Can-Am Ryker to the European market to bolster their market share, spark curiosity and target new customers. The images were produced especially for their European as well as their German social media channels and campaigns with virtually no restrictions to my creativity.

I opted in for a rather dark theme, rich in contrast, to make the futuristic design features and bold colors stand out even more by placing a mix of soft and hard light strategically. A huge inspiration has been Nolan's world building in Batman: The Dark Knight and the iconic bat cave including the Garage of Bruce Wayne. Top-down lighting with deep shadows had given me the cool vibe. This works well for the unique design of the Can-Am Ryker as it appeals to both fictional worlds: a hero to save them all or the villain mesmerizing one to fall for the "dark side".

I really dig the looks of this unusual motorcycle and would have loved spending some more time with it to shoot even more lifestyle content with it. I also happened to document the entire European launch on destination in beautiful Faro, Portugal on analog film which I unfortunately is a rarity in the industry, however, the setting, colors, daytime and mood don't align with this specific job which is why I don't present those pictures here, but let me tell you one thing: I and every single person I've met during my time riding one of the production models have had asked about the retail price and where to buy one. This thing is immensve fun and you only need a driver's license for a car to drive it.