The challenge: build buzz for a new vintage motorcycle shop as it prepared to kick off the 2013 riding season. Luke (Mondo's owner) and Wyatt (videographer) are both motorcycle enthusiasts themselves, so it wasn't difficult for them to dream up the "Winter is Dead," a line borrowed from a poem by A.A. Milne, concept. Just as the Vermont motorcyclist's anticipation for the riding season builds during the transition from winter to spring, we structured the video to slowly build and pick up pace. The climax -- a cruise down a Vermont road on a vintage Triumph during a brilliantly sunny early spring day -- hits the viewer like a hammer, just as Vintage Steele's branding pops up on the screen.

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