OUR WORK
SUPPORTING THE INEVITABLE
Tyler Bereman is one of the most influential motorcycle riders in the world. His rapid growth has been bolstered by high-profile partnerships with some of the biggest brands in the motorcycle industry. Although Tyler’s creativity has always been showcased in these collaborations, his desire to create his own projects remained strong.
Tyler needed a personal outlet to express himself through storytelling and his talent on two wheels, which led to the creation of his very own YouTube channel, TB653.
NAVIGATING A COMPLEX BIVOUAC
Tyler has a deep passion for filmmaking and video production, but he lacked an established platform to showcase his ideas and projects.
Without branding or a bank of video content to launch his new channel, the challenge was to create a visual identity for the channel and a compelling first video that would both introduce TB653 and reflect Tyler’s unique voice and image.
A COLLABORATIVE APPROACH
Owlpine Group collaborated closely with Tyler to unpack his ideas and vision, reflecting on his past and his aspirations for the future. Multiple briefs were created and refined before aligning with trusted creatives to bring Tyler’s ideas to life. Owlpine Group worked directly with visualizer Scott Dickson to develop a visual brand identity for the TB653 YouTube channel and supporting projects.
In addition, Owlpine Group’s long-term partnership with filmmaker Jacob Johnson made it an obvious choice to collaborate on Tyler’s first major video project. This video, The Lyon Effect, was incredibly close to Tyler’s heart as it honored his late friend, Lyon Herron. The video was not only a tribute but also a showcase of Tyler’s journey and how Lyon’s life lessons had shaped his career and personal growth.
ACCELERATING THE OPPORTUNITY
The primary goal of The Lyon Effect was to celebrate Tyler’s friendship with Lyon and reflect on the life lessons Lyon imparted to him, which Tyler continues to apply in his daily life and career.
The video was aligned with key timelines in Tyler’s schedule, ensuring that it captured his creative direction while incorporating the values and messaging of his partners.
To complement the release of The Lyon Effect, Tyler created a custom line of Lyon Effect riding gear and merchandise, which incorporated the TB653 visual identity. This gear was showcased during the X-Games and further promoted the launch of the TB653 YouTube channel. Alongside the video, all partners were provided with tailored assets to publish on their own social media accounts, which featured their products and messaging, celebrating their partnership with Tyler and the release of The Lyon Effect.
SETTING THE STAGE FOR WHAT’S TO FOLLOW
The creation of Tyler’s YouTube channel, TB653, has now become a platform to house limitless video projects and ideas. The debut video, The Lyon Effect, was an incredibly moving and influential piece of content that honored Lyon’s memory and cemented Tyler’s unique voice in the motorsports and creative space. The video’s emotional and personal impact has made it a lasting piece of content that will remain on the channel for years, setting the stage for what’s to follow on TB653.
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