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Harley Davidson "Nightster" Campaign
Brief : Working with the above-the-line agency McCann-Erickson, 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.
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.
Credits : Senior Creative / Illustrator