The “Pipe Dream” Breakdown
On August 2, 2015, DC Shoes released a video setting the bar a little higher in the world of powersports and motorcycles. The world watched history being made as Robbie “Maddo” Maddison rode his dirt bike through the waves of Tahiti in the Pacific Ocean.
It was Robbie’s dream for the past two years to surf his dirt bike through the ocean and with the help of DC Shoes, his dream was made possible. It was almost too crazy to believe but Robbie did in fact conquer what the world thought was impossible. You can tell the DC sponsored the dream because their logo is all over the video and because DC is one of Robbie’s biggest sponsors in his work.
DC as a brand represents more than just their apparel. According to their Facebook page, they say, “As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, and motocross athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts.” DC is known for representing many other action sport athletes so this is definitely similar to stuff they believe in. The video itself is a small piece of its own campaign. Besides the finished video, there are three other separate parts that show the making of the dream and all of the work that was put into it.
The actual content of the video shows incredibly innovative ideas. Robbie is the first person to actually surf a wave on a dirt bike. This was a history making event and for DC to be the main part of it is incredible for their brand. Similar competitors have released videos with compared content, like Red Bull and GoPro releasing the video in 2012 of daredevil Felix Baumgartner skydiving from space. Robbie’s video however, breaks what was thought to be impossible and has changed the world of action sports.
The video was immensely successful in its social media reach. Around the world, millions of people witnessed this dream come true and were so amazed by the result.
A huge lesson that other brands and organizations can take from this video is that anything is possible. If you dream it, you can do it. Especially for action sport brands, if they have a good enough team to get creative and think of the impossible together, it can happen.
Robbie and his team worked hard for two years to put together the perfect way to conquer the dream of surfing a dirt bike in some of the best waves in the world. Through trail and error, they finally figured out how to get the bike in the water and how fast he would need to go. They then flew to Tahiti to get the ball rolling. The team had 8 days to have Robbie riding the waves and to film the whole thing. The first couple of days were fail after fail. They only had two bikes to work with and limited days. Robbie’s biggest fear was of drowning so he kept practicing swimming in his gear and learning to know the waves by surfing normally and by jet skiing through them. There were plenty of times were the crew felt like the impossible really was the impossible but when Robbie hit that first wave, dodging surfers along his way, they all finally started to believe the dream. The crew practiced and practiced to get the right footage of Robbie. They struggled through so many issues to make the project come alive but they finally did it. Without the help of DC Shoes, it wouldn’t have been possible.