Harley Davidson x VICE

︎Free Reign
︎Creative Direction, Casting, Copy, Edit Direction

Free Reign
is a documentary series featuring real Harley-Davidson riders from around the world. The six-part series celebrates what’s set the heritage brand apart for over a hundred years — with a modern flare that feels distinctly VICE.

Our talented team (including designer Xavier Lalanne-Tauzia and director Jessica Colquhoun) created a visual language that marries nostalgia-tinged Americana with a modern, cinematic film (and a touch of underground biker edge).


Six-part original web series (watch one!)
Social-first “biker tips” series (watch one!)
Original photography (right here!)
Social campaign (check it out!
︎Look & Feel


The campaign reached nearly 70 million people and resulted in 14 million video views.Harley-Davidson saw a 13% lift in New Rider sign ups and saw sales beat their goal by 210%.