Harley Davidson sought to champion their custom culture and showcase the affordability and possibilities of the Street 750, in order to draw in a younger audience.

To become a fly on the wall of a Harley Davidson dealership where the customisation takes place, and to share in the vision and creativity of the people that assemble bespoke Harley's. Sparking conversation around the process and ethos within the culture.

Organising visits to four European Harley Davidson dealerships and arranging to meet with the mechanics, creatives and dealers. As a result of exploring where the heart and soul of Harley Davidson derives from, we were able to facilitate itdrewitself to document the process.

A series of documentary style videos with a cinematic filmic quality, accompanied by a photoset for each dealership. The content was shared across all of Harley Davidson’s social channels. Encouraging engagement the audience voted for their favourite custom bike to be crowned Custom King.