2021 Sportster S

Virtual Launch: Film, Campaign Direction

Hot on the heels of the Pan America came another groundbreaking product built on the Rev Max powertrain — not to mention a rebirth and reinvention of one of H-D's longest standing product lines: the Sportster.

The core of the launch is a 13 minute film, From Evolution to Revolution, exploring parallel tales of family history. The Davidsons, who immigrated from Scotland to America to find their fortune building motorcycles — constantly innovating as technology and customer demands ebb and flow — and the Sportster itself, a bike that has been in constant production since 1957, but hadn't seen a major change since 1986.

For the supplemental campaign materials, we "put the Sport back in Sportster" in all the motion we captured, and shot the bike in studio with a unique styling, distinct from the rest of the model year. It featured prominently in the summer print edition of The Enthusiast, with custom helmet designs commissioned from Hello Cousteau inspired by the bike.

Director: Mathew Foster
EP: Jake Schmidt
Editor: Andy Jensen
DP: Mike Van Cleven
Photography: Josh Kurpius
Copy: Gil Beto Arevalo
Designers: Chris McMorrow, Norah Perry, Cat Groya
Title Animation: David Kopidlansky

Studio Photography: Jeremy Cliff

Another look at the talented folks who build the product, and the pride in craftsmanship in every bike that rolls out the door.