Forging a new path for the world’s motorcycle icon

The challenge

Create launch content showcasing Harley-Davidson’s new Adventure Pan America and Street Fighter models, that would excite younger riders, without alienating existing owners.

The work

We balanced emotive and performance-centric stories that recast Harleys as more than just big cruisers, but also credible down-in-the-dirt adventure bikes and urban naked machines too – to leave viewers informed and inspired.