The digital grind falls away in Droga5's first work for Harley-Davidson
Spots for the motorcycle brand focus on the experience of riding rather than the manufacturing
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A suspiciously Alexa-like voice issues digital commands—the straightforward instructions of the daily grind. “Keep scrolling. Order food. Set three alarms. Check followers.” As bikers glide through a quiet city, the admonitions become more insistent, finally breaking into a decidedly human cry for the freedom of the open road.
This is the first work for motorcycle manufacturer Harley-Davidson by Droga5 since the agency won the business a year ago. A second spot is more explicit in its explanation, as a rider explains his exhilaration in his own words.
Gone is talk about the build of the bike, where it’s made or who makes it. Now the message is one of the outdoors and the experience of riding in a world that is humdrum in comparison, which is reflected in the new design elements and visual language Droga5 developed for the brand.
Credits
- Date
- Feb 10, 2020
- Client :
- Harley-Davidson
- Agency :
- Droga5
- Director :
- Jaron Albertin
- Executive Producer :
- Patrick Milling-Smith
- Executive Producer :
- Allison Kunzman
- Executive Producer :
- Brian Carmody
- Producer :
- Nick Fewtrell
- Director of Photography :
- Mattias Königsweiser
- Service Production :
- UNIT + SOFA
- Executive Producer :
- Fady Salameh
- Executive Producer :
- Martin Sobotka
- Line Producer :
- Andrea Chadimova
- Production Manager :
- Martine Petrikova
- Prod Coordinator :
- Martina Vlasakova
- Art Director :
- Ondrej Lipensky
- 1st AD :
- Karel Kubis
- 2nd AD :
- Josep Haunt
- Location Manager :
- Matus Bubak
- Stunt Coordinator :
- Jindrich Klaus
- HD Technician :
- Will Nitch
- VFX :
- Peter McAuley
- Editor :
- Jonnie Scarlett
- Editorial Company :
- Cut + Run
- Post/ EFX Company :
- The Mill
- Colorist :
- Damien Van Der Cruyssen
- Color Company :
- The Mill
- Agency :
- Droga5
- Executive Producer :
- Gulshan Jaffery
- Executive Creative Director :
- Casey Rand
- Associate Creative Director :
- Marybeth Ledesma
- Associated Dir. of Film Prod. :
- Ruben Mercadal
- Account Director :
- Cara Roberts
- Creative Director :
- Thom Glover
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