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Launching the Harley-Davidson LiveWire

Where better than CES to debut the electric muscle of Milwaukee's finest?

Using a mixed reality headset and the actual bike as the input device, users could experience the blistering speed and signature sound of the LiveWire in the middle fo the show floor.

Harley: Image
Red Paper Heart


A mixed reality thrill ride on the LiveWire, Harley-Davidson’s first ever electric motorcycle. At CES 2019 in Las Vegas, Harley-Davidson introduced an experience allowing participants to get their hands on one of two existing prototypes of the LiveWire, Harley-Davidson’s first ever electric bike. Secured onto a Jumpstart bike stand, riders were allowed to get on the bike and gun it. Inspired by its tremendous gearless acceleration and speed, we created an augmented reality thrill ride that turned a flat backdrop into a dimensional tunnel of light. Riders and selected bystanders were given a Magic Leap headset and immersed in light tunnels and cityscapes mapped in real time to the speed of the LiveWire. Real-time projections gave the crowd an idea of what the riders were seeing, and the ability to take pictures of their ride. To measure the speed of the LiveWire bike, we used a modified version of the OpenSprints kit. Originally made for bicycle races, the magnet and hall effects sensors had no problem tracking speeds up to 70mph. A custom app then send the speed data via the OSC protocol directly to the Magic Leap apps as well as the projection screen, assuring an immediate response between your interaction with the bike and the generative graphics. Harley-Davidson - Client Mullen Lowe - Lead Agency Red Paper Heart: Zander Brimijoin - Creative Director Daniel Scheibel - Technical Director Lisa Walters- Executive Producer Haley Madsen- Senior Producer Ivan Safrin - Lead Developer Danni Huang - Designer Charlie Whitney- Hardware Developer - Hey Mister - 3D modeling and animation Additional footage provided by Mullen Lowe
Harley: Video Player
Harley: Pro Gallery
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