Harley-Davidson

The launch of the first electric motorcycle for Harley-Davidson required an approach that would introduce a breakthrough technology without alienating the gas & oil loyal. As the Creative lead, the Livewire launch became ‘Project Livewire’ in order to position the tech as a beta. We positioned the bike as the next chapter in a long line of cultural breakthroughs and leveraged a ‘flly by’ teaser video to bring an audio strategy into the fold. The results were significant and Livewire continues to thrive.