THE OPPORTUNITY

Harley-Davidson was launching the Pan America, its first-ever adventure touring motorcycle, and needed a campaign that would break through traditional marketing and connect with a new, culture-driven audience. With adventure riding on the rise and a growing appetite for immersive storytelling, we saw an opportunity to craft a campaign that would capture the thrill of exploration while reaching beyond Harley-Davidson’s core audience.

THE IDEA

Bring the rebellious, first-person spirit of Hunter S. Thompson’s Gonzo journalism to life through a cross-media global campaign that mirrored the raw, unfiltered nature of adventure riding. In collaboration with Condé Nast and legendary Gonzo artist Ralph Steadman, we built a campaign that immersed audiences in the untamed world of Pan America riders. An international crew of influencers and culture-makers rode across 12 countries, with their journeys documented in a multi-platform content series spanning print, video, and digital media. The campaign featured Steadman’s iconic artwork, first-person narratives inspired by Thompson’s storytelling style, and stunning photography published in Condé Nast’s global print magazines. Amplified through paid media, the content was distributed across Condé Nast and Harley-Davidson channels, fueling global engagement.