Harley riders already know what a Harley is. When the Milwaukee-Eight landed as the most powerful engine in the brand's history, the temptation was to lead with specs. We didn't. We built the campaign around a simple truth: riding a Harley isn't about what the machine does. It's about what it reminds you of why you ride in the first place.
The Milwaukee-Eight became the enabler, not the hero. Our creative flipped the narrative from horsepower and torque to the emotional, personal experience of riding itself: the sensation, the freedom, the ownership that riders earn rather than buy.
With 1,400 dealers worldwide as the destination, we owned the full ecosystem. Paid ads, digital assets for web and email, test ride and open house event materials, dealer signage, and a 48-page dealer playbook that guided staff training, creative placement, and event execution from coast to coast.
Role: Creative Director and Client Lead
Contribution: Creative Strategy, Art Direction, Design, and Copywriting
Agency: Havas Sports & Entertainment