Rider is Neutral

Problem:|
‘Rider Is Neutral’ challenges the stereotype that riding is tied to gender. Society often assumes women can’t ride bikes or be riders, which is both outdated and wrong. Many brave women defy these norms, pursuing riding out of passion or necessity. Yet, when they showcase their courage, they often face unwarranted criticism and trolling.

Idea:
The concept revolves around negative stereotypical comments which will be visually displayed behind the woman rider as she journeys 3,000 miles away from the noise of negativity and comments trying hard to catch her. She is surrounded by the sounds of nature, her focus is on the freedom of the ride, leaving behind the stereotypes and societal judgments that try to hold her back.

Execution:
To create a compelling and impactful narrative, I collected real negative comments from an Instagram account of a woman riding a BMW Motorrad. I took a screenshot of these comments and incorporated them into my creative to emphasize the reality of the criticism. For the visual storytelling, I used a riding picture of a man, subtly added flowing hair to depict a woman riding, and paired it with the copy: "3,000 miles far, you hear only the necessary." This approach highlights the freedom and empowerment of riding while silencing unnecessary negativity and celebrate women’s day.