The Opportunity

Harley-Davidson was at the forefront of electric mobility, but the challenge was showcasing its innovation in a way that emotionally connected with riders and adventure seekers. With the rise of premium long-form storytelling and the growing interest in sustainable transportation, we saw an opportunity to align the brand with an epic, globally distributed adventure that would inspire audiences and redefine what’s possible on two wheels.

The Idea

We partnered with Apple TV+ on Long Way Up, a 13,000-mile electric motorcycle journey starring Ewan McGregor. The adventure series positioned Harley-Davidson at the intersection of innovation and exploration, supported by an integrated branded content campaign including short films, podcasts, curated playlists, and digital extensions that expanded the story beyond the screen.

The Execution

I led the branded content strategy surrounding Long Way Up, developing and producing original companion content that deepened engagement and brought Harley’s electric vision to life. I directed The Road Before The Ride, an exclusive behind-the-scenes film series capturing the development journey, and oversaw the rollout of a multi-platform content ecosystem that included podcasts, playlists, and real-time social storytelling. I worked across production, brand, and media teams to ensure global consistency and impact. The project earned three Emmy nominations, reached over 100 million viewers, and drove a measurable spike in traffic and awareness—solidifying Harley-Davidson’s role in the electric future of motorcycling.