Droga5 NY’s first piece of work for Harley Davidson, “Breathe,” connects us to the physical, emotional, mental, even spiritual effects of riding a motorcycle.
In a world that’s increasingly isolated, disconnected and numb, riding is the kind of human experience people are craving. The adrenaline rush of a ride that stays with you for days. Being out in nature while everyone’s stuck inside. Participating in a real, live community that spans the globe. Having your hands glued to a pair of handlebars, rather than your phone. It’s healing.
In “Breathe,” directed by Jaron Albertin of SMUGGLER, a Harley Davidson rider races to outpace “the voice of technology’”that gently instructs him to stay connected to the matrix. As the rider begins to leave the connected world behind, gentle instructions give way to desperate commands, until he bursts out into a world all his own, where the constant drip-feed of updates and alerts cannot follow.
Credits
Client Harley Davidson Agency Droga5 New York David Droga, creative chairman; Neil Heymann, global chief creative officer; Felix Richter, Tim Gordon, co-chief creative officers; Casey Rand, Kevin Brady, executive creative directors; Thom Glover, Marybeth Ledesma, creative directors; George McQueen, Tom McQueen, associate creative directors; Dan Litzow, sr. copywriter; Gemma Slack, Maria Kouninski, art directors; Jenny Yoon, copywriter; Jason Severs, chief design officer; Rich Greco, Devin Croda, group design directors; Craig Wong, group experience design director; James Garvey, sr. user experience director; Jenny Clark, associate director, experience design; Owen DiRienz, experience designer; Anna fine, design director; Albie Eloy, Kathryn Brylinsky, sr. designers; Louise Dreier, content strategy lead; Paul Vogel, content strategy director; Jeremy Zerbe, sr. design content writer; Rob Mellinger, performance writer; Mark Yoon, design director; Allison Lee, designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Ruben Mercadal, associate director of film production; Gulshan Jaffery, exec producer, film; Tasha Cronin, co-director of interactive production & integration lead; Jonny Bauer, global chief strategy officer. Production SMUGGLER Jaron Albertin, director; Mattias Konigswieser, DP; Allison Kunzman, Patrick Milling Smith, exec producers; Nick Fewtrell, producer. Production Services Unit and Sofa, Prague. Editorial Cut+Run NY Jonnie Scarlett, editor; Ellese Shell, exec producer. Postproduction The Mill Andrew Somerville, exec producer; Damien Van Der Cruyssen, telecine. Music/Sound Design Q Department Drazen Bosnjak, creative director. Audio Post Sonic Union David Pappa, mixer; Vicky Ferraro, exec producer.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
