Indian Motorcycle

The ask

The brand that pioneered American motorcycling needed to connect with a new generation of riders with evolving cultural perspectives, without alienating their core.

Repackaged a legacy brand for millennials.


For a brand steeped in tradition, deploying a strategy of “if you can see it, you can be it” was categorically fresh. Moving beyond the lone-wolf Harley Davidson-esque rebel, the strategic unlock was to visualize the freedom that motorcycling gives to more new types of people than ever before.

  • Strategy
  • Advertising
  • Brand Campaign


In partnership with Solve, we crafted a global campaign that Set The Standard — as opposed to following it. This uncompromising, never-settle philosophy reimagined the brand’s century-old image for the modern rider — and celebrated the multi-generational belief that it isn’t done until it’s done right.

  • Brand Identity
  • 2D Motion Design
  • Print
  • Meta Suite Social Media

Made right to live right.

Even in the digital age, motorcyclists like to peruse catalogue pages to compare engine specs and body styles. Keeping with the tradition of ink on paper, we brought the finer details of the bikes, and the lifestyles of those who ride them, to life.

Dragging foot pegs for the camera.

Setting the look and approach to shooting the motorcycles, action, lifestyle, catalogue, website, and subsequent print and digital ads put a lot of pressure on a single shoot. We believe pressure is a privilege.


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