Rip into freedom.

For Harley-Davidson’s holiday campaign, we celebrated the brand’s bold and transformative spirit, focusing on authenticity, emotion, and its unmistakably American roots. We developed a core campaign theme and tagline, “Let it rip” to highlight riders’ individuality, and connection to the open road and the gifting spirit of the holiday season. Key focus areas were helping drive conversion for Harley’s “apparel and licensing” and “product and accessories” businesses for Holiday, a promotional genre that can easily feel overly commercial or tired. The central piece of the campaign centered around featuring real riders—select Harley dealership employees—and their daily passions, capturing diverse personalities and the places they live, work, and play. From workshops to highways, the campaign celebrated their grit and freedom. AI-powered tools brought innovation to the storytelling in the concept development phase, enhancing the creative process and how complex ideas and settings could show up in the real world. Working closely alongside Harley-Davidson’s in-house design and marketing teams, we collaborated to shape the creative direction and ensure every detail aligned with the brand’s vision. We also hand-selected key photographers whose eye and sensibility helped us capture the perfect vibe and build a compelling, authentic visual narrative. Leveraging dealers as the subjects also paid tribute to a valuable set of partners by representing them in the work. Cinco led the entire production and visual development process, delivering a comprehensive asset kit. The on-site shoot in Milwaukee, Harley-Davidson’s birthplace, immersed us in the brand’s legacy. The result was a creative concept and execution that drove revenue in a way that also increased brand desirability through a cohesive set of strategies, tools, and assets designed to elevate the brand, showcase its products, and authentically celebrate the Harley community for the holidays.