CFMOTO Canada (CMI Motor) · Powersports · Valemount, BC · 2026
Three segments. One week in the Rockies.
We've been making content with CFMOTO Canada for more than a year. This is the big one: the 2027 model-year production in Valemount, British Columbia. The IBEX line-up, farming and off-road, each with its own shot list, all on one trip.
The brief we kept coming back to: show the machines doing what they're built for, with the people who actually use them.
Client · CFMOTO Canada / CMI Motor
Mandate · 2027 model-year production: film and stills for three segments
Where · Valemount, British Columbia · August 2026
Crew · Phil Henderson (direction, camera, edit)
Delivered · Hero reels, 15 and 6-second spots, 400+ stills · EN / FR
01 · We thought it.
Three segments, three buyers: the adventure rider, the farmer and the off-road crowd. So three shot lists, and one location that could play all of them. Valemount gave us gravel and mountain road for the IBEX, a working ranch for the farming, and mud, water and ridgelines for the off-road.
02 · We made it.
August 2026, a two-camera crew, one segment at a time. Film and stills were shot side by side, so every segment came home with both: the riding, the work, the details and the country around them.
03 · We launched it.
Each segment got its own cut for CFMOTO Canada's channels and the dealer floor, in 16:9, 9:16 and 1:1: hero reels for the IBEX family and off-road, 15 and 6-second spots for farming, and a line-up reel that ties the model year together. The stills went to CFMOTO Canada and its dealers, sorted by segment.
Results
3 segments, 1 week in the Rockies · 4 hero reels, plus the farming spots · 400+ stills delivered
Credits
Direction, camera, edit · Phil Henderson, PHLIK
Client team · CFMOTO Canada marketing
Thanks · Northbound Adventure & Rockies Ranch
Segment 01
IBEX line-up
The adventure bikes: IBEX 450, IBEX 800 EXPLORE and IBEX 950, on gravel, mountain road and down to the lake. Two hero reels came out of it: the whole family, and the 450 on its own.
Segment 02
Farming
CFMOTO's work machines on a working ranch: hay in the bed of the UFORCE, a trailer on the hitch, horses waiting on breakfast. Cut into 15 and 6-second spots, with the stills to match.
Segment 03
Off-road
ZFORCE Z10, UFORCE U10 PRO and CFORCE C6 PRO and C4 through mud, creek crossings and up onto the ridge, the Rockies behind them. One hero reel, zero pavement.
The reels. Press play.
The 2027 hero reels for CFMOTO Canada: one for the whole line-up, two for the IBEX family, one for off-road. Cut for the web, social and the dealer floor.
Lineup Hero Reel
Four machines, one look.
IBEX Hero Reel
The whole IBEX family: 450, 800 EXPLORE, 950.
IBEX 450 Hero Reel
Where the adventure starts.
Off-Road Hero Reel
Three machines, zero pavement.
The stills. Same week, same trails.
Between takes we shot the stills the dealers use, and the country that made the trip worth it: forest roads and creek crossings, hay bales and horses, three bikes at the lake at the end of the day. Click any frame to see it full size.
THANK YOU TO THE TEAM
