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 — 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.
“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%.
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. “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.”
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’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.
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.
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.”
Tarform has also produced a series of virtual video-hybrid experiences designed to capture the experience of riding one of their cutting edge bikes: “The Mojave Spirit” 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.
“Video is one of the most impactful ways to share stories and spark conversations.”
Capturing the thrill of the ride
“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.”
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 — fast,” Taras says. “And, to even come close to capturing that feeling, you’ve got to use video.”
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