Harley-Davidson Milwaukee-Eight
The engine is legendary. The ride is everything.
360º MODEL LAUNCH AND DEALER ACTIVATION
Riders already know what a Harley feels like. When the Milwaukee-Eight debuted 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 why you ride in the first place. The Milwaukee-Eight became the enabler, not the hero. Our creative shifted the focus from horsepower and torque to the emotional experience of riding: the sensation, the freedom, the ownership riders earn rather than buy.
With 1,400 dealers worldwide as destinations, 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 guiding staff training, creative placement, and event execution coast to coast.
About.
Role: Creative Director
Contribution: Creative direction, art direction, design, and copywriting
Agency: Havas Sports & Entertainment
Scope.
• Advertising
• Dealer Activation Playbook
• Retail Signage
• Digital Assets (Email, Website, etc.)
• Out-of-home (OOH)