Harley-Davidson 115th Anniversary
Three decades of routine. One cultural reset.
EXPERIENTIAL AND CONTENT
For a brand that celebrates only every five years, Harley’s anniversary playbook had grown predictable: cover bands, dealer displays, rally rides—rinse, repeat. We saw a chance to reconnect with the culture that made Harley legendary in the first place.
Our strategy centered on the younger riders redefining modern moto culture. We built a five-day festival fueled by rallying, racing, and riding: moto-circus, hill climbs, indoor flat track, beach races, and neighborhood takeovers that transformed streets into destination parties. Invitational bike builds, art installations, live music, and a nationwide content series let riders tell their own stories, putting the culture—and the people shaping it—front and center.
About.
Role: Creative Director and Client Lead
Contribution: Creative strategy and event design
Agency: Havas Sports & Entertainment
Results.
88 events across 27 venues
260K+ attendees
43M+ social video views
200M+ media impressions
6.5K+ parade riders
Scope.
• Experiential Strategy
• Event Design
• Event Planning
• Content Curation