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

Published On
Feb 10, 2020

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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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