DATE: JUNE 2011
Aimed at introducing Harley-Davidson to the Facebook generation, The Ridebook is positioned as “the riding manual from the voice of those few who cherish the search for a new scenery with the wind in their face. A glimpse into a stripped down lifestyle, free of the clutter and filled with style, quality, and the essentials.”
Six weekly installments combined to create a multimedia online destination, with built-in social sharing and modular distribution.
To produce each module, we partnered with a small cadré of content creators carefully selected for their voice, vision and fan base, including UrbanDaddy, The Selvedge Yard and The Fader. Each was given an editorial brief and then asked to express their passion for Harley-Davidson in their own unique way.
In this short, Oscar Zabala of Relic (who also provided overall art direction) explores Tomcats Barbershop in Brooklyn, where classic haircuts meet the classic American bike.
Designed to evoke the feel of a contemporary, upscale magazine, The Ridebook’s multimedia transitions were created using HTML5, to enable a PC- and tablet-friendly environment.
REACHING NEW AUDIENCES
As well as being collected on The Ridebook site, each was also embedded and shared by curators to their own fans and followers, on their blogs and social media venues.
Here, Scott Toepfer, director of It’s Better In The Wind – a photographic and filmed exploration of bikes and the open road – takes a trip to Bodie, CA, one of the last American ghost towns.