"Triumph is a brand I have a deep personal history with. It’s been woven into my own story and growth as a rider and as a filmmaker, and up until this project, they’d never created a piece that truly encapsulated the brand’s identity—its heritage, its evolution, and its soul. Triumph has this massive legacy, decades of timeless design and culture, while simultaneously pushing forward with new bikes. Capturing all of that in one cohesive visual language—something authentic, something worthy of the brand—was the challenge.
I wanted to build a look that felt undeniably Triumph: timeless, iconic, machine-driven, and emotionally grounded. To do that, I had to pull from my own experiences of riding—what it genuinely feels like to be out there, alone with a bike, the world around you, and your thoughts.
We were on the road for 20 straight days, shooting 16 bikes across six different locations in the U.S. One day we were in Moab at 110°, literally melting a $200,000 lens in the heat, the next day we were at 14,000 feet shooting in 40° cold. Constantly shifting climates, terrain, crews, and rigs—each day brought its own unique set of challenges and adventures that I'll forever cherish." director @therealnickdean