Livewire CES Debut

63 days to design and build a product launch experience for the world’s largest trade show.

In 2019 Harley Davidson Motorcycles were ready to unveil their latest creation. The fastest,and quietest, bike they’ve ever made.

Not exactly features the iconic 115-year-old brand is known for.

So we took the brand somewhere they’ve never been. Introduced them to an entirely new audience. And crafted an immersive experience that made it impossible to walk away without an ear-to-ear grin.

We let them rip a Harley full-throttle in the middle of the CES showroom floor.

This was a once-in-a-lifetime creative opportunity, albeit one that came with its own set of limitations and constraints. We had to steal attention with a tiny booth at the world’s largest trade show—and we had 63 calendar days to do it.

Did I mention we didn’t even have access to the 1-of-1 prototype until the day before showtime?

What emerged was a Magic Leap-based mixed-reality experience that enabled riders to feel the every detail of the Livewire motorcycle down to the working throttle powertrain and brakes. While flying through a tron-inspired virtual race course.

Ultimately, the experience was such a success at CES, we worked with our production partners to build multiple additional versions as the centerpiece for a worldwide launch tour.