True Originals Never Settle

Everyone at Drummond Central is proud to unveil ‘True Originals Never Settle’, a global creative platform and campaign for Triumph Motorcycles.

After eleven months in the making, this is Triumph’s most ambitious campaign to date. Shot across six US locations over three weeks, the work brings together sixteen models from Triumph’s Modern Classics range – forming the centrepiece of the brand’s 29-model global line-up for 2026, and following its record-breaking sales year in 2024.

As Triumph’s lead creative agency since 2022, we were tasked with developing the global platform and campaign with the ambition to cement the brand’s leadership of the Modern Classics category and keep Triumph firmly rooted in culture.

The campaign’s hero film, directed by award-winning Nick Dean, marks the launch of the campaign, with more work to be revealed over the next few weeks. The campaign celebrates the idea of momentum: respecting the past while constantly moving forward. ‘True Originals Never Settle’ captures the brand’s innovative spirit, pushing the limits of performance and technology to create motorcycles that don’t just move riders, but move the industry forward. It’s about those who lead rather than follow, and the belief that being a “true original” means never standing still.

Kev Hughes, Creative Director at Drummond Central, said:
“Triumph’s Modern Classics range have this incredible duality – they carry decades of heritage, but they’re always pushing forward – and that became the heartbeat of our creative vision. We wanted it to feel cinematic and nostalgic, but also fresh and modern. Every frame needed to move, to feel alive, like there’s an energy humming beneath the surface.

We pulled together an incredible crew to bring that to life – director Nick Dean, photographer Jordan Pay, and a world-class team assembled by Mojave Productions, who really understood how to capture that mix of heritage and modern energy. The result feels raw, crafted and genuinely true to Triumph. It’s movement as a mindset – and that idea runs right through every shot.”

Alongside the category film, ‘True Originals Never Settle’ will run across paid and owned social, supported by a suite of films and stills for use across multiple markets. The work will also feature prominently in Triumph dealerships worldwide, establishing a unified creative presence across every touchpoint.