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school of thought 2026:
STORM x HARLEY DAVIDSON
Created during Week four of Sot 2026, this work was my response to the storm brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to attract a new generation of female riders to Harley-Davidson, targeting millennial women and challenging the brand’s traditional male-dominated image. The campaign aimed to build a sense of belonging and community, positioning motorcycling as an empowering movement for women who want to challenge the status quo.
THE SMP:
“This is a motorbike club exclusively for women”
THE insight:
I grew up with two views of motorbiking. My dad taught me that skill matters more than gender, and my mum took her bike test to stop being a pillion, and take control.
Millennial women are caught between two eras: traditional expectations and modern ideals. They have been told they can be everything, while navigating systems and expectations that haven’t quite caught up.
Many are redefining identity beyond traditional milestones and choosing to live by their own timeline. They want community without cliché and identity without expectation.
THE idea:
‘This is why we ride’
Women are already a part of the community. But they are no doubt a minority. The community is welcoming and supportive, and actively encourage women to join.
By starting a movement instead of just a campaign we can showcase real women in the community, and their reason ‘why’ they ride. No clichés, no performance.
DIGITAL OOH EXAMPLE:
