Paris to Nordkapp, ridden with Ducati from start to finish. Here is what it produced — and where I go next.
The moto industry is aging. Traditional advertising is losing ground. Here's the problem — and why I'm the solution.
Average rider age keeps climbing. Younger generations aren't converting. The industry's future pipeline is drying up.
Gatekept culture, premium-first messaging, and complexity push beginners away before they even start.
Audiences are increasingly immune to traditional promotions. Authenticity and trust beat polish.
My audience is the younger rider the industry needs. Adventure bikes are their gateway — and my content is built entirely around them.
I started with no license, in Cambodia. My community sees itself in me — not in 50-year-old industry veterans.
60M+ views on Paris-Dakar. Every week, DMs from followers saying they bought a bike or gear because of the content. 3.5× engagement on storytelling vs ads.
Ducati backed this project end to end, on a stock DesertX. Not a logo on a pannier. A full collaboration, from the bike to the content that came out of it.
Ducati DesertXEvery item I carried, and why it earned its place. See the gear list →
6,000 km. 10 countries. 12 days. Rally category, on a stock Ducati DesertX, from the foot of the Eiffel Tower to the northernmost road in Europe. Left at midnight on 28 June. Reached Nordkapp on 11 July.
The Paris-Nordkapp is not a race. There are no timed sections and no podium. Around 250 riders leave Paris and make their own way north through four mandatory gates — Berlin, Šiauliai, Lycksele, Honningsvåg — and everything between them is navigation, endurance, and your own decisions. No support crew. No safety net. I rode the Rally category: gravel, sand, forest tracks, tarmac.
From a French heatwave to 9°C and days of Norwegian rain, on a bike I did not modify. Every kilometer got documented. The content started the moment I left Paris and is still coming out now.
Learn more about the event →
My first ride was 2,000 km through Cambodia. I didn't have a license. I was 22. That trip made me discover something: I wanted to live on a motorcycle.
I circumnavigated Australia solo. Crossed India east to west with my father on Royal Enfields. Guided motorcycle tours through Vietnam. Rode Paris to Dakar on a 450cc with my best friend.
Along the way, I ran marketing for real companies too. CMO at Vintage Rides, Content Lead for the Paris 2024 Olympics, Marketing Director at Bankin'. I know how brands think because I've sat in those chairs.
Nordkapp is done. Paris to Sydney is next. I'm not looking for sponsors. I'm looking for partners who want to be part of the story.
Read the full story →Every week, the same question.
And every week, someone pulls the trigger.
A proven strategy, not a guess. Same playbook that generated 60M+ views on Paris-Dakar.
A complete marketing ecosystem — full-funnel, built to live on your platforms as much as mine.
High-quality serialized content across Instagram, YouTube, and TikTok. Weekly episodes that build anticipation and keep your audience engaged over months.
Bilingual content (FR/EN) with physical presence. Ready for dealer events, test rides, and regional activations across your markets.
Dedicated shared drive with high-res photos, B-roll footage, and social clips. Updated monthly for your international markets.
Proven lead-capture strategy using adventure content. Route guides, gear checklists, and destination planners convert viewers into qualified prospects.
What isn't tracked doesn't exist. I deliver monthly performance reports to every partner for full transparency and continuous optimization.
This is what Nordkapp delivered, and what the next ride delivers. Every partnership activates two sides. Daily reach on my platforms. Permanent assets for yours.
1 reel or photo per day during the expedition. Daily stories documenting the ride in real-time. Your brand featured in the content people are watching.
6–8 weeks of post-event content. Carousels, reels, behind-the-scenes deep-dives — published long after the return ride.
Full-length cinematic film with a dedicated segment for your brand — the most permanent, shareable format from the entire project.
Shared drive: high-res photos (edited + raw) and B-roll footage from 6,000 km of road. Yours to use in your own campaigns — forever, no licensing fees.
Curated compilation of top sequences, edited and delivered ready-to-publish on your social channels. Plug and play.
Written gear breakdowns and product tests from the road. Formatted for your marketing team, ready to publish or adapt.
My biggest growth always coincides with expedition projects. Nordkapp footage is landing now, and the curve is still running.
Nordkapp was the warm-up. In 2027 I ride Paris to Sydney with my partner, who is also a creator. Same format, scaled: months on the road instead of days, several continents instead of ten countries, two cameras instead of one.
Nordkapp proved the format. Paris to Sydney is the one to be part of. The brands that talk to me early get built into the route, not added to the edit. Fill the form or book a 30-minute call.