A REFRESHING TAKE ON VEHICLE-BASED ADVENTURE
Born from product & consumer insight
This project started with a simple conversation of, “what if…?”. The team at RIGd Supply had built an incredible product line with the UltraSwing and RambleRack, but struggled to fully show what those products truly enable. We set out to paint that picture—real, unapologetic, rugged exploration without leaving your bike behind.
What it became is Rough Roads Forever, an independent outdoor adventure film I directed, produced, and wrote to offer a fresh take on vehicle-based exploration.
Set against the wild beauty of Idaho’s backcountry, the film follows four mountain bikers on a 700-mile journey linking the state’s premier riding via remote roads and trails. Through narrative voiceover and unscripted moments, it explores themes of trusting yourself in the thick of adventure, finding meaning in the in-between, and connecting with nature, purpose, and the people you meet along the way.
Supported by RIGd Supply, Sherpa Equipment Co., iKamper, and Baja Designs, the project integrates their gear organically into the story—highlighting its role in enabling real, off-grid adventure without over-commercializing the experience.
More than a film, this piece became a connective experience. It premiered to a packed house in Boise, Idaho in April 2024 and has since screened in Denver, Colorado, and Costa Mesa, California as intimate brand moments for Sherpa and RIGd—fostering community around shared values: exploration, authenticity, and storytelling that resonates.
“INSPIRED”
Word used most in response to Rough Roads Forever
FILM TRAILER
BOISE PREMIERE
On April 6, 2024, Rough Roads Forever premiered right in my backyard in Boise, Idaho, at Springhouse at the Merc—a gathering spot for our outdoor community at the base of the foothill trails. It felt like the right place to share a story rooted in exploration and adventure. Even without a healthy budget to market the event, we still managed to pack the house. Energy was high and it was humbling to see how deeply the film resonated with people that night.
COSTA MESA SCREENING
On October 19, 2024, Rough Roads Forever screened in the heart of Costa Mesa (RIGd Supply’s backyard) in an intimate setting that promoted connection and camaraderie around vehicle-based adventure and mountain biking. The most common response to the film that night was, “When is the next one and how can I go on that adventure?”
DENVER SCREENING
On November 1, 2024, Rough Roads Forever screened at Sherpa Equipment Co.’s headquarters in Colorado. Sherpa uses community events to build their brand and this provided a perfect opportunity to test a new format right in the heart of their production facility. It made for an intimate and honest evening that cultivated connection and camaraderie.
