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Harley Davidson Breaks Free From the Voice of Technology in Adrenaline Fulled Ad

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Droga5 and SMUGGLER's Jaron Albertin follows the spirit of riding to disconnect from the modern world

Harley Davidson Breaks Free From the Voice of Technology in Adrenaline Fulled Ad

Harley-Davidson approached Droga5 in February 2019 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. They entering new global markets and product segments, like LiveWire, at a rate like never before, in a rapidly shifting cultural landscape.

Despite all the innovation, the benefits of riding a Harley-Davidson hasn'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.

Droga5's first piece of work for Harley-Davidson, ‘Breathe’, tells the 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.

Droga5 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 honour the brand’s heritage, while guiding the next 116-years of growth with a new generation of riders. Thi 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. 

Droga5 and Harley-Davidson in collaboration with Accenture Interactive have more to come from its partnership.

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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: 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

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

Production Company (Product Films): Venture Visuals

Director: Ryan Espinosa

Executive Producer: Thomas Kranzle

Production Company: Second Child

Managing Director: Scott Chinn

Senior Retoucher: Natasha Kaser, Mike Vorrasi, 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

Service Production

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



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

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

Colour / VFX: Second Child

Post Production

Music & Sound Design (Breathe): Q Department

Creative Director: Drazen Bosnjak

Music & Sound Design (Product Films): Second Child

Mix / Sound Design: Jesse Peterson


Mix (Breathe): Sonic Union

Mixer: David Papa

Senior Producer: Patrick Sullivan

Studio Director: Justine Cortale

Mix (Night Trails, Magic Hour): Wave Studios

Mixer: Aaron Reynolds

Executive Producer: Vicky Ferraro

Junior Producer: Eleni Giannopoulos


Production Company: Crawford & Co

Photographer: Alex De Mora


Production Company: Jake Mills

Production Photographer: Christian Weber

Photographer: Magdalena Wosinska

Photographer: Jack Davison

Genres: Dialogue

Categories: Automotive, Bikes

Droga5 New York, Tue, 11 Feb 2020 11:05:22 GMT