California Highway Patrol

California’s motorcycle deaths kept climbing, even as the safety messages got louder. Riders had heard every warning, and most trusted their own hands on the bars more than any of them.

So with Riester and the California Highway Patrol, we made a dare. The film meets riders on their own terms and leaves them with one question: think you know how to ride? Prove it.

Enrolment in the state’s rider training programme rose 48% in the months that followed.