HARLEY-DAVIDSON P&A
FALL PHOTOGRAPHY
FALL PHOTOGRAPHY
Seasonal Product and Accessories photography used across mediums, such as the brand's website, product catalog, direct mail promotions, as well as social and digital media campaigns.
Credits —
Client: Harley Davidson
Agency: MullenLowe
Creative Director: Jeff Vermeersch
Senior Art Director: Cat Bergen
Senior Art Director: Eric Shrouder
Photographers: Kevin Netz, Andrew Trahan
More Info —
For the 2019 fall photoshoot, the P&A team's goal was simple—attract a younger demographic. Our proposed direction was to dig into the story-telling aspect of the product by amplifying the persona of each bike. Each location was curated to create a scene that inherently weaved an immersive story between the bike and its future owner/consumer. Although time-intensive—we shot 20 bikes at 17 different locations in a matter of 8 days—the effort was largely a success, resulting in a collection of deeply captivating imagery, allowing for a new and younger rider to imagine themselves the owner of not just a bike, but of a set of future experiences and adventures.
