The Opportunity

For over a century, Harley-Davidson had launched its bikes using traditional methods focused on dealers, missing the chance to directly engage the riders who fuel the brand's legacy. With the constraints of COVID making in-person events impossible, we saw an opportunity to create a launch experience that put riders at the center of the excitement.

The Idea

We reimagined the product launch as a digital-first experience that connected directly with fans. Partnering with Media Monks, we built a content-rich platform that showcased new models, offered interactive product pages, and allowed riders to book test rides online. A hero film co-directed by Jason Momoa helped anchor the event and spotlight Harley’s evolving spirit.

THE EXECUTION

I led key aspects of creative development and execution for the launch experience, collaborating with Media Monks and internal teams to shape the platform’s narrative, user journey, and content. I casted influencers and directed a series of rider spotlight films that brought authentic voices and personal stories to the forefront, adding emotional depth and real-world connection to the campaign. I also helped guide production on the hero film, working with Jason Momoa to ensure alignment with the brand’s tone and message. The launch reached millions of riders worldwide, drove thousands of test ride bookings, and marked a significant shift in how Harley connects with its global community.