The Ride That Changed Everything

It began with a phone call in January. Willy, my lifelong friend from Bragado, Argentina, was on the other end with a plan that was equal parts madness and beauty. He wanted to ride to Alaska. Not for the vistas or the bragging rights, but to fulfill a promise he’d made to Riki, a mechanic who once helped him in a moment of need. Riki had dreamed of making the ride himself but passed before he could. Willy intended to carry that dream forward, with a photograph of Riki making it to the “Welcome to Alaska” sign.

And he wanted me to join him. Here’s the thing: I hadn’t been on a motorcycle in over 30 years. The last time was as a teenager on a borrowed 400cc bike, more scared than exhilarated. But this wasn’t about my lack of experience; it was about honoring a promise and saying yes to something bigger than myself.

The first challenge was choosing a bike. Hours of poring over forums, reviews, and advice led me to Jon, a seasoned ex-RawHyde instructor. He was the first and only owner of a 2014 BMW R1200GS Adventure, a towering, glacier-white machine that looked like it could take on anything. Jon didn’t just sell me a bike; he gave me the tools and the belief I needed to make this ride possible.

First time on dirt. Rowher Flats, CA.

Training came next. I found Gerardo, an Argentine expat, who showed me the ropes at Rowher Flat, an off-road playground near Los Angeles. Every fall and every scrape taught me something, and with each attempt, I grew steadier. By the time I met Willy and Fabio in Texas, I wasn’t just ready—I was eager.

The ride itself was everything and nothing like I expected. We avoided highways, choosing instead the stark beauty of White Sands, the towering majesty of Monument Valley, and the geothermal wonders of Yellowstone. Each mile brought something new—new challenges, new perspectives, and new stories.

But the road isn’t without its tests. SometimEs it has its plans. In Idaho Falls, we were diverted to an endless soft gravel road—thank you Google Maps. Fabio crashed. Broken ribs, a punctured lung, and a shattered collarbone meant his ride was over. Strangers—the Wilson family—took us in, fed us, and reminded us that humanity thrives in the most unexpected places. Fabio stayed behind, but Willy and I made a promise to finish for him.

Idaho Falls: Where Fabio's ride ended, but his spirit carried us forward.

The path to Alaska was gorgeous and sometimes brutal. Torrential rains, lightning, biting winds, and endless stretches of emptiness pushed us to our limits. But my R1200GS Adventure became more than a bike; it was my anchor in aN expanse of uncertainty.

When we finally crossed into Alaska, the feeling wasn’t all triumph. It was something quieter and deeper—a sense of having faced something bigger than myself and coming out the other side. This wasn’t just a ride to Alaska. It was a lesson in resilience, friendship, and the unpredictable roads life puts before us.

Made it to the Welcome to Alaska Sign

fulfilling of a promise. Realizing a dream.

Now, I’m embarking ON the next chapter: a Home-to-Home Charity Ride.

From my Los Angeles home to my birthplace in Argentina, through Ushuaia at the edge of South America, every mile serves a mission. I'm riding to support Rising United and their Hera Rising project—where a woman will make history by leading a jump from the edge of space, inspiring young girls to reach for the stars through STEAM careers and championing gender equality along the way.

Through this ride, I hope to raise awareness and funds for this groundbreaking mission.

Adventure riding has taught me one thing: life happens in the detours. It’s in the falls, the breakdowns, the acts of kindness, and the unexpected moments that redefine who we are.

This ride is about more than just reaching the destination; it’s about making every mile count. Together, we can ride for change and prove that when we ride united, we rise united.

Tito Melega

Two decades of advertising experience with the last 12+ years leading and mentoring creative teams through concept and execution of breakthrough marketing, advertising, original video programming and branded content.  Clients include–among others–Lexus, Acura, Nissan, Toyota, Infiniti, Pepsi, DirecTV, Clairol, Holiday Inn, Conseco, United Airlines, Cisco Systems and Miller Lite

Focused on digital, mobile, and brand experience initiatives that culminate in fully integrated national and global platforms recognized for their effectiveness.  Proven track record bringing together agency, clients, and out-of-network partners to convey one brand voice throughout every platform and consumer touchpoints.  

Education: Portfolio Center, JWT, Fallon, BBDO, Saatchi & Saatchi, Goldberg Moser O'Neill, Team One Advertising and TBWA\HIAT\AY.

Since 2010, Tito's teams have earned awards and nominations by:

Cannes Lions
Emmy Awards
D&AD
One Show
EFFIE
Clio
Clio Sports
Superbowl Top 10 Spot
Best Social Media Campaign Automotive
AdAge Top 10 Viral Videos
Adweek's Spot of the Year
Creativity Top 5
Creativity Pick of the day
SHOOT! Magazine Top Ten Spot of the Year
People's Choice Top Ten Spot of the Year
SHORTY Awards
AWWWARDS, Site of the Day
AWWWARDS, Mobile Site of the Day
AWWWARDS, Site of the Month, Finalist
Adobe Cutting Edge Award
Webby Awards
SAMMY Awards
Mashable Mashies Awards
Google Creative Sandbox
AICP Awards
First-ever AICP Most NEXT Award
CA Annual
Graphis Annual
London International Advertising Awards
British Design & Art Direction

Other interests include founding, curating and organizing TEDxHollywood, advocating for TACA (Talk About Curing Autism), and being an active animal rescue volunteer.

http://www.titomelega.com/
Previous
Previous

A Time to Pause, Reflect, and Support