THE OPPORTUNITY

Harley-Davidson was launching the Pan America, its first-ever adventure touring motorcycle, and needed a campaign that would break through traditional marketing and connect with a new, culture-driven audience. With adventure riding on the rise and a growing appetite for immersive storytelling, we saw an opportunity to craft a campaign that would capture the thrill of exploration while reaching beyond Harley-Davidson’s core audience.

THE IDEA

We brought the raw spirit of Gonzo journalism to life in a global campaign inspired by Hunter S. Thompson. Partnering with Condé Nast and legendary artist Ralph Steadman, we followed a diverse crew of riders across 12 countries, capturing their journeys in a cross-platform series that spanned film, print, and digital storytelling. The campaign leaned on first-person narratives, wild visuals, and cultural voices to position the Pan America as more than a motorcycle—an invitation to go anywhere.

The Execution

I led the creative development and narrative direction of the campaign, from concept to global rollout. I helped shape the tone and storytelling framework, ensuring it echoed the energy of Gonzo journalism while staying authentic to the Harley-Davidson brand. I worked closely with Condé Nast teams, photographers, and riders across multiple countries to curate and edit storylines, and collaborated with Ralph Steadman’s studio to integrate his artwork into the campaign’s visual identity. I also managed cross-channel distribution strategies, coordinating with internal and external partners to ensure global digital amplification. The result was a breakthrough campaign that reached millions, generated significant buzz, and positioned Harley-Davidson within the growing world of adventure touring.