THERE'S MAGIC IN THE DETOURS
Re-imagining the inspiration behind the perfect road trip
Yakima came to Black Koles to build on the Borderline series through a new collaboration with Travel Southern Oregon. Inspired by Jack Kerouac’s The Dharma Bums and the spirit of the American road trip, we followed four friends through mountain biking, trail running, camping, and overlanding. The result balanced a clear creative point of view with authentic product integration across Yakima’s key categories.
Services
  • Agency
  • Creative Direction
  • Production
  • Cinematography
  • Photography
  • Art Direction
  • MGFX
  • Post Production
Location:
Southern Oregon
Dani and Josh

Dani, a professional mountain biker, and her partner Josh were a natural fit for the project, bringing an authentic connection to life on the road and two wheels. Dani leads the story after discovering a used copy of Jack Kerouac’s The Dharma Bums at Seawolf Books on the Oregon coast, along with a handwritten note encouraging its next owner to keep an open mind, embrace the open road, and savor time with close friends. That discovery becomes the catalyst for the group’s journey through Southern Oregon, moving between mountain biking, camping, overlanding, and trail running.

Keaton and Tyler

Keaton, an avid trail runner, and Tyler, a professional photographer and runner, brought the right mix of energy, spontaneity, and life-on-the-road experience to the project. Constantly traveling for races and work, they naturally embodied the freewheeling spirit of Jack Kerouac’s The Dharma Bums. Their easy chemistry and willingness to follow Dani’s lead gave the piece a sense of momentum, friendship, and genuine adventure.

TO A FELLOW WANDERER, LET THE ROAD SURPRISE YOU. TALK TO STRANGERS. SLEEP UNDER THE STARS. THERE'S MAGIC IN THE DETOURS.

Product Storytelling

Both the pictured vehicles, a 2024 Toyota Tacoma and a kitted-out 4Runner, were fitted with Yakima gear , including rooftop tents, interior storage systems, and bike racks. We created four dedicated product cutdowns, each designed to feel like a natural extension of the broader campaign rather than a traditional product video. That approach let the gear live inside the story and kept the visuals grounded in the way Yakima’s audience actually uses it.

MOTION GRAPHICS
POSTWAVE STUDIO

Filson

Cinematography Post-Production