The Opportunity

Harley-Davidson was at the forefront of electric mobility, but the challenge was showcasing its innovation in a way that emotionally connected with riders and adventure seekers. With the rise of premium long-form storytelling and the growing interest in sustainable transportation, we saw an opportunity to align the brand with an epic, globally distributed adventure that would inspire audiences and redefine what’s possible on two wheels.

The Idea

Partner with Apple TV+ to document movie star Ewan McGregor’s 13,000-mile electric motorcycle journey from Argentina to Los Angeles, bringing Harley-Davidson’s vision for electric mobility to life. The collaboration resulted in "Long Way Up," a high-profile adventure series streamed on Apple TV+, supported by a robust branded content ecosystem. This included "The Road Before The Ride", an exclusive series exploring the journey’s origins, as well as an integrated podcast, curated Spotify playlists, a dynamic social media campaign, and digital content extensions. The three-time Emmy-nominated project reached over 100 million viewers worldwide, significantly increasing traffic to Harley-Davidson’s website and social channels while positioning the brand as a leader in the electric motorcycle revolution.