Harley Davidson "Nightster"

Brief : Working with the advertising agency McCann-Erickson, the brief was to develop some digital marketing concepts for the new Harley-Davidson "Nightster" range, using the existing offline messaging of "No-one ever wished they'd stayed in more ..." as a starting-point.

Overview : A creative development project that required a fair amount of storyboarding, narrative development, illustration and copywriting. Somewhat unusually the brief only required storyboarding and creative development as the production of the Flash-based digital-marketing properties were to be executed in-house by the McCann-Erickson digital team.

Results : At least four separate directions were developed which built upon a theme of 'Unleash the Dark Side' and 'Escape the 9 to 5'. In the end the 'Dark Side' ideas were rejected by the client and a much 'safer' option was developed which was much closer to the 'Escape the 9 to 5' message and executed as a series of Flash banners and MPUs.

Storyboards

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