Client: Harley-Davidson / Marvel

Agency: 303 MullenLowe

· Partnership concept
· Art Direction
· Video Direction, Production and Edit
· Event coordination

Harley-Davidson issued a brief in 2015 to come up with a brand campaign that would help engage a younger market with alienating their loyal following.

By way of a response I went about initiating a partnership between H-D and Marvel. The concept was to create a ‘build-off’ between their dealerships in Australia and New Zealand – using assigned Marvel characters as inspiration. The heritage of both brands played out very well.

This campaign coincided with the 75th anniversary of one of Marvel’s most well-know heroes – Captain America. To work this into the concept, the Captain America bike was removed from the competition and constructed by Harley HQ. This provided a benchmark for the rest of the competition and an opportunity to capture a bike build on film. It was also on display at Myer Sydney for a month.

All of the bikes can be seen on a bespoke website and in-real-life at OzComicCon 2016.