Senior Project Manager on Harley-Davidson's #DiscoverMore, a single motorcycle relayed rider to rider across Europe, North Africa and the Middle East, with its journey tracked live online.
Harley-Davidson wanted to follow one motorcycle across Europe, North Africa and the Middle East — but "follow" had to mean actually live.
The campaign was designed to reconnect the brand with European audiences and attract a younger generation of riders, while reinforcing the freedom, durability and community at the heart of Harley-Davidson.
Over 50 riders — including journalists, celebrities, social creators and enthusiasts — took turns carrying a single Street Glide across the route. Every leg was tied to local events, PR activity and a global calendar running simultaneously across 27 markets.
The challenge wasn't simply building a digital experience. It was creating a system capable of keeping one story coherent while everything around it was moving.
Instead of a conventional content calendar, the campaign centered on a live interactive experience built around the motorcycle's journey. A real-time GPS map provided the backbone, while each location unlocked stories, rider content, events, local activations and other campaign content as the journey unfolded.
The result was more than a tracker: an evolving digital world that gave audiences something new to discover as the motorcycle moved from market to market. A live producer team followed the journey throughout the campaign, coordinating the digital experience with what was happening on the ground.
And some of the complexity had nothing to do with technology. One leg through Jordan couldn't be confirmed until personal permission had been secured from the King, alongside other government-level clearances required along the route.
Owned the project lifecycle for Harley-Davidson Global — from scoping, statement of work and contracts through budgets, design, build and launch.
Led a 50+ person multidisciplinary team across our home office, Canada, London and India, bringing together creative, design, front-end, back-end, media, PR, production and technology partners across 27 markets.
Worked closely with the Creative Director on campaign vision, design direction and client presentations, while coordinating the many dependencies that had to come together for a fixed global launch date.
With the campaign tied to live events, riders, PR and media activity across multiple markets, there was no room for the digital experience to slip.
I also mentored junior project managers, sharing the Kanban methodology I used to keep a complex, constantly moving project on track.
Real-time GPS tracking became the central digital experience, turning the motorcycle's physical journey into a story that audiences could follow as it unfolded. The map connected each market's events, rider content and PR activity, creating one continuous global experience rather than 27 disconnected local campaigns.
Led delivery across a 50+ person team spanning our home office, Canada, London and India, bringing together design, development, production, PR, social and technology partners around one live campaign.
Kept the digital experience synchronised with local events, PR, riders and production teams as the motorcycle moved across Europe, North Africa and the Middle East. A live producer team followed the journey throughout the campaign, coordinating what was happening on the ground with what audiences were seeing online.
The campaign involved international logistics, local market coordination and government-level permissions across a constantly moving route. One leg through Jordan required personal permission from the King before the route could be confirmed — just one example of the operational complexity behind what ultimately appeared to audiences as one seamless journey.
27 markets. 32 countries. One continuous story.
