Dark Custom

Harley Davidson


Dark Custom is about going back to the roots of Harley Davidson. Celebrating custom culture we meet the people behind the brand.


The Problem

Harley Davidson sought to champion their custom culture and showcase the affordability and possibilities of the Street 750, in order to draw in a younger audience.

The Vision

To become a fly on the wall of a Harley Davidson dealership where the customisation takes place, and to share in the vision and creativity of the people that assemble bespoke Harley's. Sparking conversation around the process and ethos within the culture.

What We Did

Organising visits to four European Harley Davidson dealerships and arranging to meet with the mechanics, creatives and dealers. As a result of exploring where the heart and soul of Harley Davidson derives from, we were able to facilitate itdrewitself to document the process.

The Result

A series of documentary style videos with a cinematic filmic quality, accompanied by a photoset for each dealership. The content was shared across all of Harley Davidson’s social channels. Encouraging engagement the audience voted for their favourite custom bike to be crowned Custom King.