Machines for


Machines For Freedom 


Strategy / Ideation / Live-Action / Editorial /
Original Music Creation / Branding & Design
Visual Effects & Finishing


Machines for Freedom was a small, new, hardworking business that understood itself. With a vision that extended beyond women’s cycling apparel, their all-female founders promoted cycling as an inclusive and deeply spiritual practice, a departure from the ultra-competitive (and often individualistic) trope of sports marketing. With a unique foothold in culture and massive potential, they wanted the support of a sounding board that understood the authenticity of their mission.

DOMO partnered with Machines for Freedom to launch the new brand from top to bottom, translating their mantra into actionable brand language, stills, social activations and anthemic moving image.


We began as we always do: investing time to observe the brand in its natural habitat. DOMO joined the Machines for Freedom founders on a ride from Portland to Los Angeles, granting us a feet-on-the-pedals understanding of the brand.

We observed firsthand the importance of empathy, community and beauty in simplicity. These descriptors became central to the fabric of the launch campaign, seen throughout the anthem film and social activations designed to drive engagement and awareness.

DOMO correlated the activations, such as women-led cycling adventures and riding challenges, with user engagement tactics like digital badges, hashtag campaigns, blog posts and branded testimonials. We also elevated the visual component by capturing unique portraiture of events for Instagram.

With DOMO’s support, Machines for Freedom launched successfully — and it didn’t take long for bigger names to take note. The brand was ultimately acquired by a larger athletics brand in need of a well-positioned voice to break into the women’s market.

Listen, watch, honor, execute. That’s what DOMO does.