LiveWire
S2 Mulholland
Product Launch
LiveWire launched its second S2 platform motorcycle, S2 Mulholland (S2MH), in March of '24. My team and I were tasked with teasing and launching this new product.
Product positioning/
Shoot location, talent, and wardrobe/
End-to-end digital experience/
Organic & Paid Social/
Dealer & Retail Assets/
Apparel & Slappers/
Streaming platform playlist/
’Date Night’ was the backbone; the intimate memories made on a motorcycle. As this was our first “cruiser” motorcycle it made sense to lean into the lifestyle.
A large team of all-stars brought this to life.
This launch cut is the culmination of those efforts.
Release Timing
Stylized assets to standout amongst normal flow to signal something is new is coming. Keep them guessing
1 Tease Assets
2 Launch: Date Night Hero
Use the date night couples hero content as a big splash on day of launch. Product first glimpses.
3 Product Sustainment
Innendate riders and curious consumers alike with new detail shots, use-case, and rollers.
Launch Takeover
FULL COLOR
TOUCH. AND GO. / 3.21
After building momentum with product teasing the week before launch (see below), the launch showcased full-color content portraying the immersive feeling of ‘date night’ on a motorcycle.
The smell of fresh flowers/
The feeling of a subtle caress/
The sounds of the city.
Vibrant and full of life.
TEASE CONTENT
GRIT + MYSTERY
TOUCH. AND GO. / 3.21
As not to give away the bike and all of its full beauty, my tease campaign utilized the heart-pumping, emotionally bound color of vibrant red alongside grainy black and white, cropped marketing imagery.
There are a few gritty Russian constructivist overtones, but that was all part of the larger plan to juxtapose the full-color assets for launch.
Hint at new product highlights without being too revealing.
Dotcom takeover + social flood
