︎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).
︎Programming
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
![](https://freight.cargo.site/t/original/i/360b12ed92c80ab637540bc07040698e0144c3bc8cf4a3a3f43a11a4a9b2889e/ezgif-7-1e60499dda5c.gif)
![](https://freight.cargo.site/t/original/i/1824c8c4d4c3e2c630059e98c3875bfe4a6178edab371ceafa20fbb0fe5f24b0/Screen-Shot-2020-01-09-at-9.46.23-PM.png)
![](https://freight.cargo.site/t/original/i/6c64acdd30ee5204274f164f976bbf035cf3c46990da89c80622ebd407032ddb/ezgif-7-216c402ca7b1.gif)
![](https://freight.cargo.site/t/original/i/e03f5b10f4d0d5c10ed2558a1fcaed05586e4d2890a56feba8f5845aaf416e02/HarleyDavidson-Spread-MAG-dragged-2.jpg)
︎Wrap
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%.