As part of the US brand strategy team at Harley, we pitched the board on a lofty idea for iconic brand’s 113th anniversary. Reimagine the road trip. In conjunction with the Harley Davidson museum, we put together a year long campaign and commercial series called Lost Road. We leaned into the industry joke that Harley’s have a “tendency to break down” and instead we took those moments and made them beautiful. The notion was, all good stories start when something goes wrong.