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 to the consumer. Everything from positioning, an enticing digital experience to an aspirational shoot location, talent, and wardrobe was thought through intentionally.
’Date Night’ was the backbone; a large team of all-stars brought this to life.
This launch cut is the culmination of those efforts.
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.
social awareness + digital takeover + red + blue sky
TEASE CONTENT
GRIT + MYSTERY
TOUCH. AND GO. / 3.21
As to not give away the bike and all of its full-color beauty, my tease campaign utlized 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 juxtapoz the full-color assets for launch.
Hint at new product highlights without revealing before launch.
Dotcom takeover + social flood
