Harley-Davidson and Droga5 NY remind us that riding is the human experience we are all craving in a disconnected world

Harley-Davidson and Droga5 NY remind us that riding is the human experience we are all craving in a disconnected world

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A campaign by Droga5 NY

Harley-Davidson came to Droga5 with the ambition to build the next generation of riders around the world by expanding the brand into new spaces and accessing new customers. 

Harley-Davidson is a true American icon. One entering new global markets and product segments, like LiveWire, at a rate like never before. And doing so in a rapidly shifting cultural landscape.

But despite all the innovation, the benefits of riding a Harley-Davidson haven’t changed in its 116-year history. 

The physical, emotional, mental, even spiritual effects of riding are actually more relevant today than ever before.

In a world that’s increasingly isolated, disconnected and numb, riding is the kind of human experience people are craving. The adrenaline rush of a ride that stays with you for days. Being out in nature while everyone’s stuck inside. Participating in a real, live community that spans the globe. Having your hands glued to a pair of handlebars, rather than your phone. 

It’s healing.

Our first piece of work for Harley-Davidson, “Breathe”, tells this story. 

A Harley-Davidson rider races to outpace ‘the voice of technology’ that gently instructs him to stay connected to the matrix. As the rider begins to leave the connected world behind, gentle instructions give way to desperate commands, until he bursts out into a world all his own, where the constant drip-feed of updates and alerts cannot follow.

We’ve also evolved the Harley-Davidson brand identity and creative platform to focus more on the experience of riding, the feeling and its benefits. 

A direction that blends blurred landscapes, bikes and real riders with gritty depictions of the sights and sounds that stay with you long after a ride has ended. It’s a visual language designed to honor the brand’s heritage, while guiding the next 116-years of growth with a new generation of riders. 

This design shift starts to come to life through an evolved brand look and feel, which signals the progression of the iconic brand and ups its appeal to more riders around the world. 

Credits

Agency Droga5 NY
Creative Chairman David Droga 
Global Chief Creative Officer Neil Heymann 
Co-Chief Creative Officer Felix Richter 
Co-Chief Creative Officer Tim Gordon 
Executive Creative Director Casey Rand 
Executive Creative Director Kevin Brady 
Creative Director Thom Glover 
Creative Director Marybeth Ledesma 
Associate Creative Director George McQueen 
Associate Creative Director Tom McQueen 
Senior Copywriter Dan Litzow 
Art Director Gemma Slack 
Copywriter Jenny Yoon 
Art Director Maria Kouninski 
Chief Design Officer Jason Severs 
Group Design Director Rich Greco 
Group Design Director Devin Croda 
Group Experience Design Director Craig Wong 
Senior User Experience Designer James Garvey 
Associate Director, Experience Design Jenny Clark 
Experience Designer Owen DiRienz 
Junior Experience Designer Xin An 
Design Director Anna Fine 
Senior Designer Albie Eloy 
Content Strategy Lead Louise Dreier 
Content Strategy Director Paul Vogel 
Senior Design Content Writer Jeremy Zerbe 
Performance Writer Rob Mellinger 
Design Director Mark Yoon 
Senior Designer Kathryn Brylinsky 
Designer Allison Lee 
Chief Creation Officer Sally-Ann Dale 
Director of Film Production Jesse Brihn 
Associate Director of Film Production (All Films) Ruben Mercadal 
Executive Producer, Film (Breathe + Magic Hour) Gulshan Jaffery 
Senior Producer, Film (Night Trails) Liliana Vega 
Senior Producer, Film (Magic Hour) Jeremy Fox 
Producer, Film (Magic Hour) Forrest Holt 
Producer, Film (Product Films) Kelly Appleton 
Co-Director of Interactive Production & Integration Lead Tasha Cronin 
Producer, Interactive Colin Neff
Producer, Interactive Aaron Matys 
Associate Producer, Interactive Michelle Levitch 
Associate Producer, Interactive Lauren Williams 
Director of Print + Fabrication Services Rob Lugo 
Director of Art Production Cliff Lewis 
Associate Director of Art Production Bianca Escobar 
Senior Art Producer Heather Black 
Associate Director of Print + Fabrication Services Riely Clough 
Executive Producer, Producer, Print Alyssa Dolman 
Senior Producer, Print Rose Mahan 
Junior Producer, Print Abe Nowels 
Music Supervisor Mike Ladman 
Senior Business Affairs Manager Whitney Vose 
Global Chief Strategy Officer Jonny Bauer 
Head of Strategy: New Business Will Davie
Strategy Director Grant Flannery 
Senior Strategist Claudia Vitarelli 
Head of Communications Strategy Dean Challis Communications 
Strategy Director Kathryn Ruocco 
Communications Strategist Clark Cofer 
Junior Communications Strategist Soheyla Escher
Chief Intelligence Officer Amy Avery 
Group Data Strategy Director Christina Fieni 
Data Strategy Director Tradd Salvo 
Data Strategist Greg Berard Junior 
Data Strategist Shelby Lance Group 
Account Director Julia Albu Group 
Account Director Mike Tooley 
Account Director Cara Roberts 
Account Supervisor Chelsea Elliott 
Account Supervisor Tim Leathart 
Account Manager Hayley Howell 
Associate Account Manager Lindsay Squires Senior 
Project Manager Hillary Jordan 
Senior Project Manager Stephanie Liu Jr. 
Project Manager Amanda Cohen 






Client
Harley Davidson 
Production Company (Breathe) Smuggler 
Director Jaron Albertin
DOP Mattias Königswieser 
Executive Producer Allison Kunzman, Patrick Milling Smith 
Producer Nick Fewtrell 

Service Production Company (Breathe) Unit and Sofa, Prague 

(Night Trails) DOP Adam Arkapaw 
Producer Joey Zadwarny

Production Company (Magic Hour) Epoch Films
Director Elena petitti di roreto 
Executive Producer Melissa Culligan 
Producer Ritu Paramesh 

Production Company (Product Films) Venture Visuals 
Director Ryan Espinosa 
Executive Producer Thomas Kranzle 

Editorial (Breathe) Cut and Run NY 
Editor Jonnie Scarlett 
Executive Producer Ellese Shell 

Editorial (Magic Hour) Exile Editing
Editor Robert Lopuski 
Executive Producer Sasha Hirschfeld

Editorial (Night Trails) Work Editorial
Editor
Rich Orrick 
Executive Producer Erica Thompson 

Editorial (Product Films) Second Child 
Editor Matt Badger 
Executive Producer Scott Chin 

Post Production (Breathe, Night Trails, Magic Hour) The Mill 
Executive Producer Andrew Somerville 
Telecine (Magic Hour + Breathe) Damien Van Der Cruyssen 
Telecine (Company 3 - Night Trails) Tom Poole 
Creative Director Gavin Wellsman 

Post Production (Product Films) Second Child 
Color / VFX Second Child 

Music & Sound Design (Breathe) Q Department 
Creative Director Drazen Bosnjak 

Mix (Breathe) Sonic Union Mixer David Pappa
Executive Producer Vicky Ferraro 

Mix (Night Trails, Magic Hour) Wave Studios 
Mixer Aaron Reynolds 
Executive Producer Vicky Ferraro 
Junior Producer Eleni Giannopoulos 

Music & Sound Design (Product Films) Second Child 
Mix / Sound Design Jesse Peterson
Production Company Second Child 
Managing Director Scott Chinn 
Senior Retoucher Natasha Kaser 
Senior Retoucher Mike Vorrasi 
Senior Retoucher John Clendenen 
Graphics Studio Manager Virginia Vargas 
Producer, Retouching Michael Mockler
Producer, Graphics Nereida Valles 
Senior Editor Matthew Badger 
Editor Victor Hermosillo 
Design Director Pravin Chottera 
Assistant Editor Simone Maurice 
Assistant Editor Martin Keating 
Senior Post Producer Sara Mills 

Photography


Production Company Crawford & Co 
Photographer Alex De Mora 

Production Company Jake Mills Production 

Photographer Christian Weber 
Photographer Magdalena Wosinska 
Photographer Jack Davison

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