BRAVÒ STUDIO

Twelve explorers go gonzo on the Harley Davidson Pan America in breathtaking rides through six countries. Their common mission: stomping terra—and chasing thrills. ​

In this cross-media global campaign in partnership with CNX we assembled a crew of international culture makers and sent them to carve paths through the world on the newly launched Harley Davidson Pan America touring motorcycle.

Made up of a diverse set of adventurous professionals— from art directors and editors to software engineers, product designers and creative collaborators—our crew of Pan America Explorers view riding as a passion that lies outside of their day jobs.

Overseen by Vogue editor, Corey Seymour, a diehard biker and co-author of Gonzo: The Life of Hunter S. Thompson, each piece of content in this program was modeled on a distinct, first-person style reminiscent of Thompson’s unique brand of Gonzo journalism.

To execute the campaign we partnered with BRAVÒ’s trusted collaborators worldwide shooting in 6 different countries and 3 continents over a period of 2 months, finalizing the post-production between New York and Los Angeles supervising the project from the initial pitch all the way to the final delivery.

We partnered with acclaimed Gonzo artist Ralph Steadman, using his iconic illustrations as the visual thread connecting all media assets both in print and online

The final handover encompassed all aspects of CNX’s creative marketing campaign, including photography featured on full 3-4-page spreads in select Condé Nast publications and videos distributed with paid media support across Condé Nast social network and organically on Harley-Davidson O&O channels.