Three riders left Sao Paulo, Brazil with a mission: to travel 3500 km in 12 days, aided only by the products of JWT’s clients to complete the journey.

One of the bikers was Hernán Rebaldería, creative director at JWT. He transformed a traditional briefing into a hybrid mix where road trip meets business trip.

Everything that happened during the journey was documented, resulting in a spontaneous film that showcases how the three riders used the different products during their trip, and how these very same products helped them to overcome the difficulties they encountered.

During the journey, a variety of production obstacles were overcome to arrive at the final product. The first of which was a very small budget, only 7.000 dollars was carefully distributed over 12 days to cover all the expenses, including insurance, gas, food and lodging for the three motorcyclists, filmmaker and producer.

Due to limited storage, the journey was captured with one SLR and two GoPro cameras. Equipment aside, the real challenge of documenting a road trip is that it’s an unrehearsed experience, with no script, and totally unpredictable. You’re only afforded one chance to capture moments. The crew learned to work with improvisation and made the best out of it in every situation, whether under heavy rain, or shooting from a car at 80 km/h on a busy road. It’s these challenges that were fundamental to the spontaneous and casual nature of the film, helping to relate the events of such a unique experience.