Zoran didn't choose to quit advertising to follow his passion. It was forced upon him.

All the agencies he worked at kept shutting down or downsizing. And so, after a few misadventures, he figured the universe was trying to give him a sign and quit the industry for good.

We meet him at his motorbike store in Amsterdam and quickly learn that he has no regrets about not making it in advertising.

He brews us what he claims to be Amsterdam's strongest coffee (it is) and gives us a tour of his place.

Helmets, jackets, t-shirts and bike parts from all corners the world lie scattered about the shop in an organized chaos. Mixed in with the other brands is some funky Rusty Gold merchandise, screen printed right here and designed by Zoran and his old mates from art school.

We inquire about the name and Zoran tells us it's inspired by the rusted treasures motorcycle enthusiasts like himself find at swap meets.

"Follow me," he says next and descends a creaky staircase into the darkness. Down the rabbit hole we go and once our eyes have adjusted to the light, we spot a wonderland of custom bikes in varying stages of completion.

Zoran used to race at Rusty Gold events, until he fell off his bike one day and had a baby not long after. The combination of the two events has put the coolers on his racing career.

He's about to head to Ibiza, on a family holiday for a change, and is rushing through some last-minute stuff for the shop, so we say our goodbyes and get out of his hair.

Thanks Zoran, that was one helluva ride.