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MARIA KOUNINSKA

Creative Director 
INTRODUCING
FULL-THROTTLE
WELLNESS

Harley-Davidson 

Riders have known this for 117 years: a motorcycle is the full-throttle antidote for the modern condtion. For the new rebrand of the iconic Harley-Davidson, we reinvigorated the hog’s position as one of the original wellness tools.

Our anthem, directed by Elena Di Roreto, is a poetic ode to riding. With photographers Jack Davison, Magda Wosinska and Alex de Mora, we challenged the stereotypes of riders from adrenaline junkies into clarity-seeking, spiritual beings. Together, the two pieces paint a revolutionary and modern portrait of motorcycles and their culture.




D&AD Wooden Pencil 2020





























Alongside film, we created a new brand identity that channels all the elements of a ride on a harley: viseral motion, intimate reflection, snippets of the world, and the calm that comes with seeing things in a blur.





  






































































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made with droga5

jennifer yoon
casey rand
tom mcqueen
george mcqueen
marybeth ledsema
dan litzow
gemma slack
kelly appleton
bianca escobar

elena di roreto,  director
robert lopuski,  editor
damien van der cruyssen,  color

magdalena wosinska, photo
jack davison, photo
alex de mora, photo