For this project, I decided to tackle and attempt to solve a problem that I have noticed for some time within the motorcycling community as I am myself an avid motorcycle enthusiast. Harley-Davidson has long been trying to gain the market share of the younger generation as their current market is slowly aging out and not purchasing at the rate they used to, but HDMC was failing to reach the younger generation using their traditional marketing methods and sales continue to decline as a result. With instructor approval, I devised an inclusive campaign complete with ad spot and using a tag line that would very much appeal to the target generation; "Unplug from the virtual. Experience reality!"
This campaign included the ad spot, poster trilogy, website redesign, social media ads, and package design intended to appeal to the younger generation and utilized Adobe Illustrator, InDesign, Photoshop, Premier, and Aftereffects.