The Sturgis Motorcycle Rally serves as an annual pilgrimage to South Dakota for bikers across the country. These riders live and breathe the motorcycle culture, and Sturgis is the largest event each year where they can all come together to celebrate this culture.
Pulling from the passion, enthusiasm, and culture of these bikers, I developed a campaign that was accented with motorcycle oil from different phases of its engine life. I created custom illustrations that helped to tell the story of the brand relationship with these enthusiasts at the rally, and then leverage this same aesthetic through the remainder of the campaign.
The four hero illustrations for the campaign featured a V-Twin engine, a Bobber, Sturgis riders through the Black Hills, and a portrait shot of a Bagger motorcycle.
As a full-blown fan experience campaign, I worked with my team to carry the art style through each of the on-site giveaways, which included t-shirts, pins, stickers, coins, and offer flyers.
Combining the two most iconic landmark features in the area - Mount Rushmore and the Black Hills - I created a backdrop illustration to serve as a photo opportunity for riders. The art was strategically positioned where riders didn't even need to get off of their bikes for the perfect picture.
