STEF is a freelance director working with global sports, powersports, and athleisure brands on visuals that are gritty, dynamic and rooted in movement.
Summary

CREATIVE PLATFORM
TV
PRINT
SOCIAL
DIGITAL
Credits

Agency : Cossette
Client : CAN-AMRecognition

Four-Wheeler Magazine CAN-AM OFF ROAD (NORTH AMERICA)

TL;DR - Being relatable to people who have no time for bullshit.

CAN-AM Off-Road caters to a wide range of powersports customers: farmers, ranchers, hunters, dune riders, escapsits, racers, mudders...the list goes on. What they have in common is their love of getting knee-deep in the elements, whether it’s work or play.

To speak to them authentically, we fleshed out a creative positioning of ‘Play Dirty’ which is a style of story telling that embraced the realness of raw hard work, off-grid fun and the unique version of satisfaction that comes from playing in the mud.

A creative positioning as well as an inherent call to action, Play Dirty was the starting point for 24 months of continual production in every natural element immaginable.




TV
Every film was fiercly loyal to the capturing unscripted moments that embraced the Play Dirty ethos. Filming as moments unfolded and edited with a pace to feel genuine, all TV and OLV work embodied the grit and grime of our audience’s values.

OLV
CAN-AM OFF ROAD (EUROPE)

OLV

For Europeans, CAN-AM Off-Road is a different beast. An audience made up of Brits, French, Dutch, Finns, Germans and Scandinavians all viewed the brand very differently. For such a diverse group, the very North American tone of Play Dirty was off the mark. 

So our ‘across the pond creative’ was reframed as Only My CAN-AM Can, focussing on the unique dependability of the brand. We executed OLV in a more approachable style and cast European talent such as Hannah Jackson in England and Jukka Hildén in Finland to ensure CAN-AM was speaking with homegrown personalities. CAN-AM ON-ROAD

TL;DR - Speaking to two crowds with one, truth-filled message.

CAN-AM’s on road line-up of 3-wheel vehicles have a unique user-base; retirees on road trips and younger riders who also own a motorcycle. These two rider profiles are at different life-stages with radically different priorities. To speak to both groups simultaneously, we shaped a creative platform of ‘We Can All Ride’ based on the simple insight that a universal joy of riding respects no age.

We gave the platform life with inclusive casting and location selection, showing a range of riders of all skill levels and backgrounds, all united by the simple love of riding a CAN-AM.
TV

OLV
Supporting OLV reinforced the core message of We Can All Ride, with the additional nuance of celebrating the truth that riding a CAN-AM is more often a shared experience.PHOTOGRAPHY
 Photography for for On-Road was intentionally more stylized to preserve the truth that even with three-wheels, CAN-AM is still a part of the solo rider culture that responds to the call of the open road.