A REFRESHING TAKE ON VEHICLE-BASED ADVENTURE
Born from market observations, this project started with a simple conversation of, “what if…?” with the team at RIGd Supply. They had built an incredible product line with the UltraSwing and RambleRack, but struggled to showcase the full user experience that those products enable. We set out to paint a vivid picture of unapologetically rugged exploration without leaving your bike behind, and do it in a way that organically integrated the product into the story.
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. Also supported by partners, Sherpa Equipment Co., iKamper, and Baja Designs, the project integrates their product organically into the story as well, altogether highlighting their products’ roles in enabling off-grid adventure.
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 a shared love for exploration, mountain biking, and vehicle-based adventure.
“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. Energy was high and it was humbling to see how deeply the film resonated with the audience 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 fostered connection and camaraderie. 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 leverages events to build a community around their brand and this film provided a perfect opportunity to test a new format.
