Harley-Davidson
Summary
CLIENT
University of Texas at Arlington | Advertising Design | Fall 2021
Problem to Solve
The assignment here was to create an ad campaign for a product that is traditionally target towards one gender and rework it to the opposite gender. I chose to create an ad campaign for Harley-Davidson and market it towards women.
Creative SOLUTION
Statistics show that women only make up about 19% of motorcycle riders and I wanted to change that by creating a feeling of inclusion in a typically male dominated space. I started this project knowing that I wanted it to be a simple concept that revealed a deeper meaning and was easy to visually digest. This project presented a unique challenge because I didn’t want women to feel pandered to but more so encouraged and empowered to ride.
This being an ad campaign for women, I wanted to lead with “her.” I wanted each campaign ad to have a singular word that has already been established in motorcycle culture and show the viewer that women also belong in the culture as “her” can literally be found in the motorcycle verbiage.
This project might be one of my favorites. After I published this project I had a handful of women reach out to let me know that they felt seen. They were excited to have a project represent them that didn’t feel like pandering or painting them in a fragile light. It was so exciting to make a project that was meaningful to a group of people in such an empowering way.
Campaign
