STEF | Can-Am 3W 20th Anniversary

Most anniversary films fall into the nostalgia trap. I need to avoid that. Twenty years ago, on-road broke the mould, so making a film that is expected is the one sin this story cannot commit. A predictable film is the only real way to get this thing wrong.

01 · The idea

More

Design school teaches that less is more. Can-Am disagrees. Twenty years later, they continue to be proven right.

More is more. More road. More riders. More of what riding can be. More is not about nostalgia, “more” doesn’t look backwards, it looks ahead. More always moves forward. And More is the root message of this script.

02 · How it feels

Tone

My tone is less about an attitude and more about a posture. Attitude is something learned. Posture is how you are born, and we were born to get noticed.

Heads turn. Phones come out. And we love it. That self-awareness is our tone. It’s not about showing off, it’s about being so damn comfortable in our own skin that confidence is just the natural aura that surrounds us.

When we roll down the street, people notice, and we notice them noticing, and it’s awesome.

03 · The material

Look

Modern footage does as much work as possible. I’m leaning into the most cinematic shots we have in order to do the heavy lifting. Mixed media peppers in to tell stories that the footage can’t. This approach keeps it sharp and current rather than archival. The oldest footage stays dirty. Grain, VHS artifacts. I like to leave that alone so it feels authentic.

Original

Script

Twenty years ago, we challenged the rules of the open road. We wanted more people to experience it. Not on two wheels. Not on four. On three. A total paradigm shift. Open to the wind, the land, the sky, and what's ahead. When we rolled it out in 2007, the world noticed. Heads turned. And we didn't stop. RS. RT. ST. F3. Ryker. Canyon. The goal was always to conquer all roads. We had our detractors. The critics. The people who refused to wave back. But there was you. Our riders. The pioneers. The first-timers. The gearheads. The adventurers. The ones who wrote their own rules. We had an idea. You made it a movement. Some roads you only find together. To everyone who built it, sold it, and rode it: Thank you. We're not slowing down. We're just warming up. 20 years of rethinking the ride.

Main signatureCan-Am. The ride that changed the rules

Adapted

Script

Twenty years of different. Twenty years of discovery. Twenty years of more. More road. More views. More vibes. A point of view that looked up, looked around, and saw all the road. (flash of 2007) We were born to rev. Turning heads for being more than the usual. And being more than what was bargained for. RS. RT. ST. F3. Ryker. Canyon. There is no road we won't ride. Doubters? Sure. We wave all the same. But we know our own. The ones who want more. More style. More fun. More roads. More everything. We see you. The ones who design it. Who build it. Who love it. And who all want more. There's much more to come.

Main signatureCan-Am. The ride that changed the rules.

Storyboard

Master · 0 frames · VO EN / FR

Cutdown

30 seconds · 0 frames · VO EN / FR

07 · The track

Music

Twenty years ago Can-Am broke the mould by being bold. Music is where we get to make a decision with the same nerve. Our script is so self-confident I want the music to flow naturally from it. I want addictive instead of anthemic. Something groove-led, warm, hypnotic. You can dance to it or just let it run, but no matter what, once you hear it, you can’t forget it. Just like the 3W ride.

What’s Next?

Mega Rev

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Matinee

Cherry Tiger

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08 · The read

Voice

Leon Louder has the grit that signals the confidence this script needs. He knows where the pauses go without being walked into them, so sessions with him are about performance instead of timing. I have worked with him many times. No casting gamble and no surprises on the day.

Leon Louder

Audition · English

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