When it comes to off-road dominance, Can-Am doesn’t just lead the pack—they leave the competition choking on dust. But how do you drop a game-changing beast when you’re already sitting on the throne? Simple. You make it clear: this machine isn't for everyone. It's built for the few, the fearless: the ones born with the ‘badass gene.’
We teamed up with none other than Brian Deegan—motorsports legend and certified badass and had him go head-to-head with his daughter, Hailie Deegan. Together, they unleashed the new Maverick R in a no-holds-barred race that redefined off-road mayhem.
We set the off-road world ablaze with a launch that lit up the scene and made sure everyone knew—this wasn't just another debut; it was an eruption.
A new era of supremacy in the category was officially declared.
From the Mojave Desert
To amplify the launch, we built a bold graphic system around Can-Am’s iconic stripes, creating a powerful universe of merch, stickers, and collateral that drives the brand's legacy home.
