The OpporTUNITY

When COVID shut down every major motorcycle show around the world, it didn’t just cancel fan experiences. It cut off a critical revenue stream for independent builders who relied on those shows to showcase their work and generate new business. With no stage, no crowds, and no income, a passionate segment of the motorcycle community was left in the dark.

The Idea

We transformed Harley-Davidson’s Instagram into the first all-digital motorcycle show, spotlighting independent builders and their custom creations. Each day featured a new lineup of bikes, paired with limited-edition merch drops that sent 100 percent of profits directly to the builders, turning social engagement into real-world support.

The Execution

I led the concept development and daily execution of the social media motorcycle show, overseeing everything from builder selection and scheduling to content direction and platform strategy. I wrote and directed the visual and narrative storytelling across posts, ensuring each feature felt personal, polished, and community-driven. I also collaborated with merch and ecomm teams to launch limited merch tied to the campaign, with 100% of proceeds going directly to the builders. The campaign drove massive engagement, delivered meaningful financial impact to independent builders, and reimagined what a digital brand activation could look like.