What’s the allure of riding a motorcycle? Is it the powerful engine, the community that comes with riding or just the ability to save precious time by weaving in-between cars in rush hour traffic?
For Harley-Davidson, the goal is simply to cut through the noise in our digital lives with the growling sound of a Twin Cam engine, carving out an escape from monotony.
For many of us, the first thing we see in the morning is an email and the last thing is a tweet, with one of the few disconnects during the day for many of us being while driving, though even that is limited to the confines of a commute. (If you aren’t disconnecting during that time, please start).
In its first campaign for the brand, Droga5 capitalizes on that freeing feeling of driving by connecting it to the vehicles with the fewest restraints. While personal liberation certainly isn’t a new theme for Harley-Davidson advertising, Droga5 brings a new level of surreal artistry to the theme.
“Breathe” gives off some 1984-meets-Radiohead vibes as a detached voice pleads a rider to return to the digital matrix of complacency. The work also debuts a new and minimalist visual identity for the brand.
While “Breathe” focuses on the negative aspects of modern society, building nicely if intensely to the eventual payoff in the final 10 seconds, “Magic Hour” captures the imagination as a disjointed, intense sequence that could have worked just as well as a psychedelic trip scene in a movie. Just read a snippet of the script:
“You’re flying, but centered. Lost, but found. Every part of your body is engaged, every part of your mind is activated. Synapses firing, dopamine oozing. It’s chemical. You get off and you feel reborn. A god.”
Creating new campaigns that take a legacy brand in new directions is especially challenging, but Droga5 succeeds here by bridging a classic idea of independence with the grim realities of modern life.
Agency: Droga5 NYCreative Chairman: David DrogaGlobal Chief Creative Officer: Neil HeymannCo-Chief Creative Officer: Felix RichterCo-Chief Creative Officer: Tim GordonExecutive Creative Director: Casey RandExecutive Creative Director: Kevin BradyCreative Director: Thom GloverCreative Director: Marybeth LedesmaAssociate Creative Director: George McQueenAssociate Creative Director: Tom McQueenSenior Copywriter: Dan LitzowArt Director: Gemma SlackCopywriter: Jenny YoonArt Director: Maria KouninskiChief Design Officer: Jason SeversGroup Design Director: Rich GrecoGroup Design Director: Devin CrodaGroup Experience Design Director: Craig WongSenior User Experience Designer: James GarveyAssociate Director, Experience Design: Jenny ClarkExperience Designer: Owen DiRienzJunior Experience Designer: Xin AnDesign Director: Anna FineSenior Designer: Albie EloyContent Strategy Lead: Louise DreierContent Strategy Director: Paul VogelSenior Design Content Writer: Jeremy ZerbePerformance Writer: Rob MellingerDesign Director: Mark YoonSenior Designer: Kathryn BrylinskyDesigner: Allison LeeChief Creation Officer: Sally-Ann DaleDirector of Film Production: Jesse BrihnAssociate Director of Film Production (All Films): Ruben MercadalExecutive Producer, Film (Breathe + Magic Hour): Gulshan JafferySenior Producer, Film (Night Trails): Liliana VegaSenior Producer, Film (Magic Hour): Jeremy FoxProducer, Film (Magic Hour): Forrest HoltProducer, Film (Product Films): Kelly AppletonCo-Director of Interactive Production & Integration Lead: Tasha CroninProducer, Interactive Colin NeffProducer, Interactive: Aaron MatysAssociate Producer, Interactive: Michelle LevitchAssociate Producer, Interactive: Lauren WilliamsDirector of Print + Fabrication Services: Rob LugoDirector of Art Production: Cliff LewisAssociate Director of Art Production: Bianca EscobarSenior Art Producer: Heather BlackAssociate Director of Print + Fabrication Services: Riely CloughExecutive Producer, Producer, Print: Alyssa DolmanSenior Producer, Print: Rose MahanJunior Producer, Print: Abe NowelsMusic Supervisor: Mike LadmanSenior Business Affairs Manager: Whitney VoseGlobal Chief Strategy Officer: Jonny BauerHead of Strategy: New Business: Will DavieStrategy Director: Grant FlannerySenior Strategist: Claudia VitarelliHead of Communications Strategy: Dean ChallisCommunications Strategy Director: Kathryn RuoccoCommunications Strategist: Clark CoferJunior Communications Strategist: Soheyla EscherChief Intelligence Officer: Amy AveryGroup Data Strategy Director: Christina FieniData Strategy Director: Tradd SalvoData Strategist: Greg BerardJunior Data Strategist: Shelby LanceGroup Account Director: Julia AlbuGroup Account Director: Mike TooleyAccount Director: Cara RobertsAccount Supervisor: Chelsea ElliottAccount Supervisor: Tim LeathartAccount Manager: Hayley HowellAssociate Account Manager: Lindsay SquiresSenior Project Manager: Hillary JordanSenior Project Manager: Stephanie LiuJr. Project Manager: Amanda Cohen
Client: Harley Davidson
Production Company (Breathe): SmugglerDirector: Jaron AlbertinDOP: Mattias KönigswieserExecutive Producers: Allison Kunzman, Patrick Milling SmithProducer: Nick FewtrellService Production Company (Breathe): Unit and Sofa, Prague(Night Trails)DOP: Adam ArkapawProducer: Joey ZadwarnyProduction Company (Magic Hour): Epoch FilmsDirector: Elena Petitti di RoretoExecutive Producer: Melissa CulliganProducer: Ritu ParameshProduction Company (Product Films): Venture VisualsDirector: Ryan EspinosaExecutive Producer: Thomas KranzleEditorial (Breathe): Cut and Run NYEditor: Jonnie ScarlettExecutive Producer: Ellese ShellEditorial (Magic Hour): Exile EditingEditor: Robert LopuskiExecutive Producer: Sasha HirschfeldEditorial (Night Trails): Work EditorialEditor: Rich OrrickExecutive Producer: Erica ThompsonEditorial (Product Films): Second ChildEditor: Matt BadgerExecutive Producer: Scott ChinPost Production (Breathe, Night Trails, Magic Hour): The MillExecutive Producer: Andrew SomervilleTelecine (Magic Hour + Breathe): Damien Van Der CruyssenTelecine (Company 3 – Night Trails): Tom PooleCreative Director: Gavin WellsmanPostproduction (Product Films): Second ChildColor / VFX: Second ChildMusic & Sound Design (Breathe): Q DepartmentCreative Director: Drazen BosnjakMix (Breathe): Sonic UnionMixer: David PappaExecutive Producer: Vicky FerraroMix (Night Trails, Magic Hour): Wave StudiosMixer: Aaron ReynoldsExecutive Producer: Vicky FerraroJunior Producer: Eleni GiannopoulosMusic & Sound Design (Product Films): Second ChildMix / Sound Design: Jesse PetersonProduction Company: Second ChildManaging Director: Scott ChinnSenior Retoucher: Natasha KaserSenior Retoucher: Mike VorrasiSenior Retoucher: John ClendenenGraphics Studio Manager: Virginia VargasProducer, Retouching: Michael MocklerProducer, Graphics: Nereida VallesSenior Editor: Matthew BadgerEditor: Victor HermosilloDesign Director: Pravin ChotteraAssistant Editor: Simone MauriceAssistant Editor: Martin KeatingSenior Post Producer: Sara MillsPhotographyProduction Company: Crawford & CoPhotographer: Alex De MoraProduction Company: Jake Mills ProductionPhotographer: Christian WeberPhotographer: Magdalena WosinskaPhotographer: Jack Davison