Title

Ditch The Norm

Ditch The Norm

Category

Commercial

Client

Can-Am

Can-Am

Year

2025

2025

Overview

Can-Am's first electric motorcycle, launched with a grade so intense it needed a photosensitivity warning.

The challenge: turn clean Sony Venice and GoPro footage into something raw, pushing stark black and white and hot, saturated flash frames to match the bike's aggressive electric power. Ten years of riding made this one personal, a rare project where the subject and the colorist speak the same language.

Credits

Director

Marius Gonzalez

Marius Gonzalez

Cinematographer

Kristof Brandl

Kristof Brandl

Agency

Cossette

Cossette

Production House

Division

Division

Post House

Arketype

Arketype

Colorist

Charles-Etienne Pascal

Charles-Etienne Pascal

Rider silhouetted against branching electric bolts, black and white grade for Can-Am's electric motorcycle campaign
Saturated red and amber flash frame of a face with dripping streaks, from Can-Am's electric motorcycle spot.
Side profile of the Can-Am electric motorcycle, backlit in high-contrast black and white.
Extreme close-up of a rider's eye in stark black and white, from the Can-Am electric launch film
Rider silhouette against a hot red and amber background, flash-frame color treatment for Can-Am's electric motorcycle film
Close-up of a rider's dark visor with a faint face reflection, from the Can-Am electric motorcycle launch film
Rider silhouetted against branching electric bolts, black and white grade for Can-Am's electric motorcycle campaign
Extreme close-up of a rider's eye in stark black and white, from the Can-Am electric launch film
Saturated red and amber flash frame of a face with dripping streaks, from Can-Am's electric motorcycle spot.
Rider silhouette against a hot red and amber background, flash-frame color treatment for Can-Am's electric motorcycle film
Side profile of the Can-Am electric motorcycle, backlit in high-contrast black and white.
Close-up of a rider's dark visor with a faint face reflection, from the Can-Am electric motorcycle launch film