The OpporTunity

During the peak of the COVID-19 pandemic, global quarantines led to a surge in content consumption, creating a unique opportunity to engage Harley-Davidson enthusiasts and aspiring riders in a new way. With traditional events on pause, we needed to quickly introduce a comprehensive digital solution that would serve as a centralized destination for entertainment, education, and brand storytelling—keeping the Harley-Davidson community connected despite physical distance.

The Idea

We launched Harley-Davidson.TV, a dedicated streaming platform that brought together original programming, brand heritage, and rider-driven stories across four themed channels. It became a digital gathering space for riders worldwide, helping the brand stay top of mind and culturally relevant during a time of isolation.

The Execution

I led the creative and content strategy for Harley-Davidson.TV, working across departments to shape the platform’s vision, define its programming pillars, and curate content that balanced heritage with modern storytelling. I partnered with production teams to develop original series, secured and repackaged archival assets, and managed the end-to-end content rollout. I also worked closely with UX and digital teams to optimize the user experience and support audience growth. Within weeks of launch, the platform attracted tens of thousands of monthly visitors and became a vital touchpoint for Harley’s global audience, reinforcing community and brand loyalty during an unprecedented time.