CHALLENGE

The motorcycle industry has long been dominated by male-centric imagery, often leaving female riders feeling excluded and underrepresented. This lack of empowering and relatable visuals for women perpetuates a sense of alienation and reinforces outdated gender stereotypes.

INSIGHT

Women have long been marginalized for defying societal expectations, with their strength and independence often met with resistance. 

SOLUTION

Create a campaign that reclaims historical narratives of female oppression and transforms them into powerful symbols of resilience and empowerment. Use Harely’s platform to celebrate the strength and defiance of women who have risen above challenges. Through evocative visuals and storytelling, create a compelling narrative of rebirth and freedom, inspiring women to embrace their power.