Harley-Davidson Parts & Accessories has always been one of those mysterious “other” categories for me. A niche in a way, a glimpse into the bike customization world that I had not yet been privy to. And so! I was excited to be given the oh-so-daunting task of reimagining how we capture H-D Parts & Accessories.
Personalizing your motorcycle should feel like an attainable yet premium experience. When thinking about attainability, I knew the imagery needed to be immediately understandable, an easy “get,” so to speak. The consumer shouldn’t be confused as to what we’re showcasing. So we got up close and personal, framing shots to highlight specific parts while showing a little more context when necessary. That premium aspect comes into play when thinking about the mood - the images should feel dramatic, romantic and inspirational. We captured each part and accessory as if it were piece of jewelry, focusing on lighting, details and the premium nature of each part.
Below you’ll see the images come to life via our P&A “big book,” a piece showcasing all MY23 P&A as well as on our website’s motorcycle product pages.
Photographer: Buddy Wilinski
Role: Art Director + Designer