Group Creative Director

Harley-Davidson

This was my very first assignment at my very first gig out of ad school. I was an eager art director who always dreamed of landing a job at Carmichael Lynch. I spent four years there working on one of the most iconic brands in the world: Harley-Davidson. This particular assignment was to create a set of catalogs, postcards and print ads for a limited-edition line of Harley-Davidson MotorClothes® apparel and accessories.

It was this assignment for Harley that made me fall in love with letterpress. There's just something much more tactile and tangible about the process that I love. Everything nowadays feels so digital, cold & sterile. 
One unique thing about Harley-Davidson advertising at this time is that we would use 100% real riders (not actors/models) for all advertising materials. Casting calls were set up around the country at Harley dealerships looking for real, authentic riders to grace the pages of our next campaign.
Agency: Carmichael Lynch     Role: Art Director     Creative Director: Bob Berken     Photographer: Lindsey Wade

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