Breathe
With Harley-Davidson sales slumping to record lows, Droga5 set out to show prospective riders (and remind old riders) of the benefits of riding. It uncovered an interesting truth: that time spent in total concentration on the bike gives riders a sense of mental, physical, spiritual and emotional wellbeing. It’s meditation for people who don’t buy into the idea of self-care: a kind of full-throttle wellness. In this film, Droga5 dramatises how riding a Harley-Davidson can help you break free of the shackles of today’s always-on techno-society.
- Future ImpactDesign
- CinematographyFilm Advertising
Year
- 2020
Country
- United States
Client
- Harley Davidson
Production Company
- Smuggler
Global Chief Creative Officer
- Neil Heymann
Co-Chief Creative Officer
- Felix Richter
- Tim Gordon
Executive Creative Director
- Casey Rand
- Kevin Brady
Creative Director
- Marybeth Ledesma
- Thom Glover
Associate Creative Director
- George McQueen
- Tom McQueen
Senior Copywriter
- Dan Litzow
Art Director
- Gemma Slack
- Maria Kouninski
Copywriter
- Jenny Yoon
Associate Director
- Ruben Mercadal
Executive Producer
- Gulshan Jaffery
Service Company
- Unit and Sofa
Editorial
- Cut and Run NY
Post Production
- The Mill
Music & Sound Design
- Q Department
Mix Company
- Sonic Union
Advertising Agency
- Droga5 New York
Chairman
- David Droga
With Harley-Davidson sales slumping to record lows, Droga5 set out to show prospective riders (and remind old riders) of the benefits of riding. It uncovered an interesting truth: that time spent in total concentration on the bike gives riders a sense of mental, physical, spiritual and emotional wellbeing. It’s meditation for people who don’t buy into the idea of self-care: a kind of full-throttle wellness. In this film, Droga5 dramatises how riding a Harley-Davidson can help you break free of the shackles of today’s always-on techno-society.
Comment from D&AD Community
Overall, as a jury, we loved the bold decision to embrace natural light and how well the stark cinematography immersed us in the idea of switching off, escaping technology and taking time to appreciate the natural world around us. It feels like such a fresh, smart approach for a large, well-known brand.
— Aoife McArdle, Director & Cinematographer, Somesuch