Can-Am Derby
AI as a multidisciplinary
creative partner.
To launch the new Can-Am Defender, instead of telling farmers what it could do, we invited them to come prove it for themselves.
But inventing an entire racing event required more than an ordinary creative team.
AI became the teammate
the project needed next.
As the idea evolved,
AI changed roles.
01
DEFINING
THE IDEA
Strategist
Motorsport expert
Copywriter
02
DESIGNING
THE EXPERIENCE
Track designer
Engineering assistant
Designer
03
MAKING
IT REAL
Competition designer
Production collaborator
Engineering assistant
AI as strategic partner and motorsport expert
We started with “Farmula 1,” a loose idea that needed to become a credible concept with real business and fame potential.
As a strategic partner, AI connected the brief to the audience insight and helped find the leap: turn real farm work into a competitive sport.
As a motorsport expert, it helped shape the format, challenges and obstacles, turning the idea into a sport that could actually work.
A partner for the work,
not just the words.
AI helped define the idea, shape the experience and make the work tangible before production.
TRACK DESIGNER
Made the course visible before it existed.
ENGINEERING ASSISTANT
Turned concepts into
build-ready specs.
THE MUCK
Deep, sticky mud tests traction and the ability to maintain momentum.
AI designed challenges around the Defender’s capabilities.
DIRTZILLA
A 45° incline with a 25-foot rise tests engine power, torque and climbing ability.
DESIGNER
Helped build the visual identity of a new sport.
Designing a racetrack requires expertise most agency teams do not have. AI translated the Defender’s capabilities into challenges designed to prove them.
THE QUARRY CLIMB
A 40-foot rock crawl tests suspension, differential system and durability.
STUMPROAD
Unevenly spaced logs showcase the ground clearance and push the suspension to its limit.
THE HAYMAKER
A tight hay-bale slalom tests precision, control and maneuverability.
BALE OUT
Drivers load four water-soaked bales, navigate a tight chicane, then unload against the clock.
THE YANK
Drivers tow a vintage tractor across the dirt in a direct test of pulling power.
From creative concepts to real specs.
As an engineering assistant, AI translated concepts into dimensions, angles and material recommendations the build team could validate and execute.
The new sport needed
a brand of its own.
AI helped build the name, identity, vehicles, uniforms and visual language.
From plan to build, the course and obstacles took shape.
The idea became real:the world’s first farm-build off-road race.
