In 2010, Harley-Davidson approached Vice Media’s Virtue Worldwide agency to create a young-adult focused social media campaign for H-D’s Dark Custom line of motorcycles. Harley-Davidson wanted to convey the broad, youthful appeal of the no-frills/high-thrills Dark Custom line.

As the editorial lead for that year-long campaign, I directed a team that created unique branded content (interviews, video features, photo galleries and blogs) which we seeded across H-D’s Dark Custom blog, Facebook and Twitter.

Through grassroots digital messaging and constant fan interaction we fed the core H-D enthusiasts in-depth and entertaining coverage of established bike builders and events, and engaged new young audiences by creating content across adjacent lifestyle categories including celebrity, music, kustom cars, skateboarding, graphic arts and photography.