The connection between a motorcycle rider and their bike is nothing short of spiritual. You can be a doctor or a pauper, but if you ride then you’re a rider first. Deus ex Machina is latin for God from the Machine—an apt name for a heavenly bike. Their custom motorcycles inspire a fervor amongst aficionados that closely resembles supernatural awe. To stoke this religious zeal, I wrote the tagline “Divine motorcycles for mere mortals.” The billboards pair a handmade look and feel with lofty lines highlighting Deus’s god-like appeal.