From Mongoose: “Dirtvana is our 2021 creative campaign centered around all things BMX. The film and creative treatment ladders up to our 2021 creative strategy Born in Dirt and beyond. The central idea around the campaign was to merge the two BMX worlds of freestyle and race harmoniously to celebrate all things BMX. At the end of the day, a majority of our riders just love riding bikes and don’t need to be pigeonholed into one specific genre. Dirtvana represents the spiritual side of BMX – namely freedom and highest happiness. This isn’t ‘Field of Dreams’, it’s simply the ultimate joy riding gives you.
As a brand that was literally Born in Dirt at the BMX race tracks of SoCal in the 70s, Dirtvana honors the brand’s storied cycling heritage and our talented brand ambassadors. For all the lore and inspirational elements of Dirtvana, we also wanted to take some chances creatively with a sense of humor and levity because bikes are fun. Our number one goal as a brand is to get many people interested in a life on 2-wheels. While we want to stay true to our BMX roots, we also wanted to create something that a larger global audience could enjoy. Sometimes you can’t take yourself too seriously.
Mongoose has world-class talent, but their riding isn’t the only thing that defines them. We encourage our athletes to be stewards for cycling to both riders and non-riders alike, so our brand remains inclusive. We’re all protective of the brand, but at the end of the day we have to remember that we’re in the bike business and responsible for bringing joy to our fans. The major Easter egg of the film comes near the end with a cameo from Mongoose legend Tim “Fuzzy” Hall. Fuzzy was an instrumental part of our history and a true pioneer in BMX as a racer / dirt jump champ. It was only fitting that the athletes were greeted by Fuzzy at the trails of Dirtvana as a tribute to him.”
Starring:
Mykel Larrin: Himself
Kevin Peraza: Himself
Payton “P-Nut” Ridenour: Herself
Spiritual Guru: Leigh Ramsdell
Tim “Fuzzy” Hall: Himself
Director: Brig White, Tool of North America
Managing Director: Nancy Hacohen, Tool of North America
Sr. Executive Producer: Laura Macauley, Tool of North America
Post Producer: Ash Bruce, Mondial Creative
Creative Director: Nick Bruskewitz, We Ride At Dawn
Music: Tiny Lion
Voiceover: Marc Bonilla
#Dirtvana #BornInDirt #MongooseBikes
Photos by Kyle Carlson
