Meet the futuristic motorcycle brand blazing new trails with video

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Blog"}},{"@type":"ListItem","position":2,"item":{"@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/category\/case-study\/","name":"Case Studies"}},{"@type":"ListItem","position":3,"item":{"@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/","name":"Meet the futuristic motorcycle brand blazing new trails with video | Vimeo"}}]},{"@type":"BlogPosting","@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/#BlogPosting","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/","inLanguage":"en-US","mainEntityOfPage":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/#webpage","headline":"Meet the futuristic motorcycle brand blazing new trails with video | Vimeo","description":"\u201cIf our video evokes an emotion, people will remember the brand, and want to be part of it,\" says Tarform founder Taras Kravtchouk.","articleBody":"When Taras Kravtchouk set out to create the motorcycle of tomorrow, he knew it had to be sustainable, modular, and built to last. The founder and head designer of Tarform \u00ad\u2014 a Brooklyn-based startup that makes electric motorcycles powered by clean technology \u2014 believes that it\u2019s up to mission-driven brands to build products that are environmentally conscious as well as beautiful. \u201cOur ambition is to inspire people to adopt a more sustainable mindset through engaging stories around design, technology, and ecology,\u201d Taras says. \u201cVideo is one of the most impactful ways to share these stories, and spark conversations.\u201d To date, adding video to their marketing has increased interest in Tarform by 800%. Pursuing a passion A few years ago, Taras was a product designer who spent his spare time working on vintage motorcycles. After a client asked him to customize a bike, he did some research and realized that the booming electric car industry had left motorcycles in the dirt. It was time to catch up. By 2018, Taras launched Tarform with a battery-powered prototype that caught the attention of young riders new to the sport and passionate about renewability. \u201cThere are a number of challenges that we face as a society. Carbon emissions are on the rise, and our cities are congested,\u201d Taras says. \u201cWe wanted to create a mobility company that approaches movement in a slightly different way.\u201d The brand designs vehicles that are meant to be upgraded instead of discarded, and uses technology that enhances the riding experience without gas-guzzling distractions. To that end, Tarform bikes are crafted with vegan leather seats made from pineapple, mango, and corn; flax seed side panels; natural algae pigments; and a recyclable aluminum frame. The battery packs, which allow the bikes to travel 120 miles per charge, can be easily swapped out when new models are introduced. Creating cutting edge content Tarform\u2019s forward-thinking ethos extends from the physical construction of the bikes to the brand\u2019s marketing approach. The company relies on captivating embedded site videos to express its values, product features, and, perhaps most importantly\u2014the thrill of the open road. Tarform produces, shoots, and edits all video content in-house, and stands out with a cinematic aesthetic that communicates luxury, elegance, and freedom. The Tarform team is a tight-knit crew of engineers, designers, creators, and riders who work together to build the machines and capture the stories around them. \u201cSince everyone is deeply involved, there\u2019s no disconnect between the brand and the content,\u201d Taras says. The company abides by the \u201cdone is better than perfect\u201d spirit, preferring to work without briefs, storyboards, or lengthy planning meetings. By allowing of-the-moment inspiration to drive them forward, the turnaround between a concept and a finished video is usually a week or two. \u201cOur team knows exactly what we want to convey and what our visual language is,\u201d Taras says. \u201cThe process has become seamless.\u201d Tarform has also produced a series of virtual video-hybrid experiences designed to capture the experience of riding one of their cutting edge bikes: \u201cThe Mojave Spirit\u201d is a field test report for the Luna Scrambler, and combines video with immersive photography and copy. In fact, 70% of visitors to the Tarform site click through to the video content, allowing prospective customers to witness a wind-whipped desert ride at sunset without leaving the comfort of their homes. Capturing the thrill of the ride \u201cVideo invites the audience in and creates an intimate connection,\u201d Taras says. \u201cIn the end, if our content evokes an emotion, people will remember the brand, and want to be part of it.\u201d Tarform is a Swedish word that translates to \u201ctaking shape,\u201d an enduring reminder that everything is in a state of transition and evolution. The company is committed to serving a new generation of riders with motorbikes that leave nothing but the breeze behind. \u201cWe\u2019re giving the people the freedom to move \u2014 fast,\u201d Taras says. \u201cAnd, to even come close to capturing that feeling, you\u2019ve got to use video.\u201d Upload your videos now","keywords":"","name":"Meet the futuristic motorcycle brand blazing new trails with video | Vimeo","datePublished":"2021-09-30T11:18:25-04:00","dateModified":"2021-09-30T11:27:52-04:00","author":{"@type":"Person","name":"Sharon Steel","description":"Sharon Steel is a writer living and working in New York City. She has written about books and culture for the New Yorker, the Boston Globe, The Millions, and other places. Her website is sharoncsteel.com.","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/author\/sharonsteel\/","sameAs":["https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/sharoncsteel.com"],"image":{"@type":"ImageObject","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo-blog-images.storage.googleapis.com\/2020\/01\/SSTEEL-bw-web.jpg?w=96","height":96,"width":96}},"publisher":{"@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog#Organization"},"image":[{"@type":"ImageObject","@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/#primaryimage","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo-blog-images.storage.googleapis.com\/2021\/09\/Tarform_thumb.png","width":"1200","height":"675"},{"@type":"ImageObject","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo-blog-images.storage.googleapis.com\/2021\/09\/Tarform_thumb.png","width":"1200","height":"900"},{"@type":"ImageObject","url":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo-blog-images.storage.googleapis.com\/2021\/09\/Tarform_thumb.png","width":"1200","height":"675"}],"isPartOf":{"@id":"https:\/\/web.archive.org\/web\/20211202010049\/https:\/\/vimeo.com\/blog\/post\/tarform-2\/#webpage"}}]}] 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0-3.32l2.343-2.341zm5.298-3.228l-6.751 6.75 1.35 1.35 6.75-6.75-1.35-1.35z" fill="#1A2E3B" fill-rule="nonzero"/></svg> <div class="copy-text fade-out">Copied!</div> </a> </div> </div> <header class="article-header"> <div class="article-meta"> <a class="article-category" href="https://web.archive.org/web/20211202010049/https://vimeo.com/blog/category/case-study/">Case Studies</a> <h1 class="article-title">Meet the futuristic motorcycle brand blazing new trails with video</h1> <div class="author-byline"> <span> by <a href="https://web.archive.org/web/20211202010049/https://vimeo.com/blog/author/sharonsteel/">Sharon Steel</a> </span> <div class="article-dateline"> <span class="posted-on">Posted on <time class="entry-date published" datetime="2021-09-30T11:18:25-04:00">September 30, 2021</time></span> </div> </div> </div> <div class="hide-at-medium"> <div class="social-share social-links fade-out share-below-large"> <a href="#" class="twitter-share social-links__link" data-share-type="twitter"> <svg width="30" height="31" viewbox="0 0 30 31" xmlns="http://www.w3.org/2000/svg"><path d="M14.913 30.352C6.677 30.352 0 23.575 0 15.217 0 6.857 6.677.082 14.913.082c8.235 0 14.912 6.776 14.912 15.135 0 8.358-6.677 15.135-14.912 15.135m2.071-21.047c-1.302.482-2.125 1.721-2.03 3.079l.03.523-.52-.064c-1.896-.245-3.552-1.08-4.959-2.48l-.687-.694-.177.513c-.375 1.144-.135 2.351.645 3.164.417.448.323.513-.395.245-.25-.085-.469-.15-.49-.117-.072.075.177 1.047.375 1.432.27.535.823 1.058 1.427 1.368l.511.246-.604.01c-.583 0-.604.011-.541.236.208.695 1.03 1.433 1.947 1.753l.645.224-.561.342a5.774 5.774 0 0 1-2.792.791c-.469.01-.854.053-.854.085 0 .107 1.27.706 2.01.94 2.218.696 4.854.396 6.833-.79 1.406-.845 2.812-2.523 3.468-4.147.355-.866.709-2.448.709-3.206 0-.492.031-.556.614-1.144.344-.342.667-.716.729-.822.105-.204.094-.204-.437-.022-.885.32-1.01.278-.573-.203.323-.342.708-.962.708-1.144 0-.032-.156.021-.333.118-.187.106-.604.267-.917.363l-.562.182-.51-.353c-.282-.192-.677-.406-.886-.47-.53-.15-1.344-.129-1.823.042" fill="#1A2E3B" fill-rule="evenodd"/></svg> </a> <a href="#" class="facebook-share social-links__link" data-share-type="facebook"> <svg width="30" height="31" viewbox="0 0 30 31" xmlns="http://www.w3.org/2000/svg"><path d="M12.731 24.01v-8.787h-1.76V12.31h1.76V10.55c0-2.376.7-4.09 3.263-4.09h3.049v2.908h-2.147c-1.075 0-1.32.725-1.32 1.484v1.46h3.308l-.451 2.912h-2.857v8.787H12.73zM15 30.447c8.284 0 15-6.816 15-15.223C30 6.816 23.284 0 15 0 6.715 0 0 6.816 0 15.224c0 8.407 6.715 15.223 15 15.223z" fill="#1A2E3B" fill-rule="evenodd"/></svg> </a> <a href="#" class="linkedin-share social-links__link" data-share-type="linkedin"> <svg width="30" height="30" viewbox="0 0 30 30" xmlns="http://www.w3.org/2000/svg"><path d="M15 30C6.716 30 0 23.284 0 15 0 6.716 6.716 0 15 0c8.284 0 15 6.716 15 15 0 8.284-6.716 15-15 15zm-3.642-8V11.985h-3.11V22h3.11zM9.8 10.62c.994 0 1.8-.824 1.8-1.819a1.802 1.802 0 0 0-3.601 0c0 .995.807 1.818 1.8 1.818zM22.997 22H23v-5.501c0-2.692-.58-4.765-3.726-4.765-1.513 0-2.527.83-2.942 1.618h-.044v-1.367h-2.982V22h3.106v-4.959c0-1.306.248-2.568 1.865-2.568 1.593 0 1.617 1.49 1.617 2.652V22h3.103z" fill="#1A2E3B" fill-rule="nonzero"/></svg> </a> <a herf="#" class="social-links__link" data-share-type="copy"> <svg width="30" height="31" viewbox="0 0 30 31" xmlns="http://www.w3.org/2000/svg"><path d="M14.756 30.972C6.606 30.972 0 24.039 0 15.486S6.607 0 14.756 0c8.15 0 14.757 6.933 14.757 15.486s-6.607 15.486-14.757 15.486zm-1.5-17.631l3.052-3.053a2.347 2.347 0 0 1 3.32 0l.099.1a2.347 2.347 0 0 1 0 3.319l-3.052 3.052 1.328 1.328 3.052-3.052a4.225 4.225 0 0 0 0-5.976l-.099-.099a4.225 4.225 0 0 0-5.976 0l-3.052 3.053 1.328 1.328zm-1.421 1.42l-1.328-1.327-2.342 2.342a4.225 4.225 0 0 0 0 5.975l.099.1a4.225 4.225 0 0 0 5.976 0l2.341-2.342-1.328-1.328-2.341 2.341a2.347 2.347 0 0 1-3.32 0l-.1-.099a2.347 2.347 0 0 1 0-3.32l2.343-2.341zm5.298-3.228l-6.751 6.75 1.35 1.35 6.75-6.75-1.35-1.35z" fill="#1A2E3B" fill-rule="nonzero"/></svg> <div class="copy-text fade-out">Copied!</div> </a> </div> </div> <div class="post-hero"> <div class="post-thumbnail"> <div data-video-config="" data-video-id="586843140" id="feat-vid"></div> </div> </div> </header> <div class="article-body-wrap"> <div class="article-inner-wrap"> <div class="article-body-content"> <div class="article-body" id="article-body"> <p>When Taras Kravtchouk set out to create the motorcycle of tomorrow, he knew it had to be sustainable, modular, and built to last. The founder and head designer of <a href="https://web.archive.org/web/20211202010049/https://vimeo.com/tarform" target="_blank" rel="noreferrer noopener">Tarform</a> — a Brooklyn-based startup that makes electric motorcycles powered by clean technology — believes that it’s up to mission-driven brands to build products that are environmentally conscious as well as beautiful. </p> <p>“Our ambition is to inspire people to adopt a more sustainable mindset through engaging stories around design, technology, and ecology,” Taras says. “Video is one of the most impactful ways to share these stories, and spark conversations.” To date, adding video to their marketing has increased interest in Tarform by 800%. </p> <h2 id="h-pursuing-a-passion">Pursuing a passion</h2> <p>A few years ago, Taras was a product designer who spent his spare time working on vintage motorcycles. After a client asked him to customize a bike, he did some research and realized that the booming electric car industry had left motorcycles in the dirt. It was time to catch up. </p> <p>By 2018, Taras launched Tarform with a battery-powered prototype that caught the attention of young riders new to the sport and passionate about renewability. “There are a number of challenges that we face as a society. Carbon emissions are on the rise, and our cities are congested,” Taras says. “We wanted to create a mobility company that approaches movement in a slightly different way.” </p> <p>The brand designs vehicles that are meant to be upgraded instead of discarded, and uses technology that enhances the riding experience without gas-guzzling distractions. To that end, Tarform bikes are crafted with vegan leather seats made from pineapple, mango, and corn; flax seed side panels; natural algae pigments; and a recyclable aluminum frame. The battery packs, which allow the bikes to travel 120 miles per charge, can be easily swapped out when new models are introduced.</p> <p><div class="jetpack-video-wrapper"> <div class="embed-vimeo"> <iframe src="https://web.archive.org/web/20211202010049if_/https://player.vimeo.com/video/574485885" frameborder="0" webkitallowfullscreen="" mozallowfullscreen="" allowfullscreen="" data-ratio="0.5625" data-width="640" data-height="360" style="display: block; margin: 0px; width: 640px; height: 360px;"></iframe> </div></div> </p> <h2>Creating cutting edge content </h2> <p>Tarform’s forward-thinking ethos extends from the physical construction of the bikes to the brand’s marketing approach. The company relies on captivating embedded site videos to express its values, product features, and, perhaps most importantly—the thrill of the open road. Tarform produces, shoots, and edits all video content in-house, and stands out with a cinematic aesthetic that communicates luxury, elegance, and freedom.</p> <p>The Tarform team is a tight-knit crew of engineers, designers, creators, and riders who work together to build the machines and capture the stories around them. “Since everyone is deeply involved, there’s no disconnect between the brand and the content,” Taras says. The company abides by the “done is better than perfect” spirit, preferring to work without briefs, storyboards, or lengthy planning meetings. </p> <p>By allowing of-the-moment inspiration to drive them forward, the turnaround between a concept and a finished video is usually a week or two. “Our team knows exactly what we want to convey and what our visual language is,” Taras says. “The process has become seamless.”</p> <p>Tarform has also produced a series of virtual video-hybrid experiences designed to capture the experience of riding one of their cutting edge bikes: “<a href="https://web.archive.org/web/20211202010049/https://www.tarform.com/themojavespirit/">The Mojave Spirit</a>” is a field test report for the Luna Scrambler, and combines video with immersive photography and copy. In fact, 70% of visitors to the Tarform site click through to the video content, allowing prospective customers to witness a wind-whipped desert ride at sunset without leaving the comfort of their homes. </p> <blockquote id="blockquote-vimeo-block_6155d4d01f34b" class="wp-block-quote vimeo-blockquote"> <div class="blockquote-body-content"> “Video is one of the most impactful ways to share stories and spark conversations.” </div> <p> <cite>Taras Kravtchouk, Tarform founder </cite></p> <style type="text/css"> #blockquote-vimeo-block_6155d4d01f34b .blockquote-body-content { /* body */ } #blockquote-vimeo-block_6155d4d01f34b { position: relative; } #blockquote-vimeo-block_6155d4d01f34b .blockquote-heading, #blockquote-vimeo-block_6155d4d01f34b .blockquote-body-content, #blockquote-vimeo-block_6155d4d01f34b .blockquote-cta { position: relative; z-index: 5; } </style> </blockquote> <h2><meta charset="utf-8"/>Capturing the thrill of the ride</h2> <p>“Video invites the audience in and creates an intimate connection,” Taras says. “In the end, if our content evokes an emotion, people will remember the brand, and want to be part of it.”</p> <p>Tarform is a Swedish word that translates to “taking shape,” an enduring reminder that everything is in a state of transition and evolution. The company is committed to serving a new generation of riders with motorbikes that leave nothing but the breeze behind. “We’re giving the people the freedom to move <meta charset="utf-8"/>— fast,” Taras says. “And, to even come close to capturing that feeling, you’ve got to use video.”</p> <h2 class="has-text-align-center"><a href="https://web.archive.org/web/20211202010049/https://vimeo.com/upload?vcid=39982">Upload your videos now</a></h2> </div> </div> <div class="article-sidebar"> <div class="sidebar-inner"> <div class="article-sidebar__inner"> <div class="article-sidebar__block" id="upsell"> <div class="upsell"> <a id="upsell-link" class="upsell__content-inner-link" href="https://web.archive.org/web/20211202010049/https://vimeo.com/upload/?vcid=39982" data-upsell-product="" data-upsell-post-id="40457" onclick="dataLayer.push({event:'upsell_click',event_action:'upgrade_link',event_category:'blog',event_label:'Upsell'});"></a> <div class="upsell__inner"> <div class="upsell__content" style="background-color: #cfecf9;"> <h3 class="upsell__content-title">Your business, powered by Vimeo.</h3> <p class="upsell__content-copy">Transform the way customers experience your products.</p> <span class="upsell__content-cta-link" href="https://vimeo.com/upload/?vcid=39982" data-upsell-product="" data-upsell-post-id="40457">Upload now</span> </div> </div> </div> </div> </div> </div> </div> </div> <div class="article-footer"> <div class="author-block offset-right"> <div class="author-block__media "> <img class="lazyload" data-src="https://web.archive.org/web/20211202010049/https://vimeo-blog-images.storage.googleapis.com/2020/01/SSTEEL-bw-web.jpg?w=90" alt="Sharon Steel"> </div> <div class="author-block__content"> <span class="author-block__intro">About The Author</span> <h4 class="author-block__name"><a href="https://web.archive.org/web/20211202010049/https://vimeo.com/blog/author/sharonsteel/">Sharon Steel</a></h4> <p class="author-block__text">Sharon Steel is a writer living and working in New York City. She has written about books and culture for the <em>New Yorker</em>, the <em>Boston Globe</em>, <em>The Millions</em>, and other places. Her website is <a href="https://web.archive.org/web/20211202010049/https://sharoncsteel.com/">sharoncsteel.com</a>.</p> </div> </div> </div> </div> </article> <div class="related-stories"> <div class="section-header"> <h2 class="section-header__title"> Up next in Case Studies </h2> </div><section class="story-card-set"> <div class="grid grid-3-up"> <div class="col"> <div class="story-card" style="" " data-color-block="true"> <div class="story-card__media media-wrap"> <div class="responsive-embed lazyload" data-src="https://web.archive.org/web/20211202010049oe_/https://vimeoblog.imgix.net/2021/09/Screen-Shot-2021-09-20-at-11.14.48-AM.png?auto=format&fit=max&w=416"> <img class="media-wrap-play" src="https://web.archive.org/web/20211202010049im_/https://vimeoblog.imgix.net/assets/play_btn.png?s=ad590dc931415c6c78ba850ada966375" alt="" width="45" height="28"> </div> </div> <div class="story-card__body"> <a class="story-card__cat" 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