Victory Motorcycles aimed to make a significant impact in the heavyweight and cruiser motorcycle market, competing directly with Harley-Davidson. Their powerful V-twin engines and striking designs attracted a dedicated following of passionate riders. Each October, Victory hosted a major sales event, and they invited me to serve as the Art Director for the campaign. The goal was to uniquely embody the 'Red Tag' theme, differentiating it from the conventional sales events used by many companies. After collaborating with my team, we developed a bold concept that played on the word 'tag' with a gritty spray paint aesthetic. This fresh approach diverged from their typical branding but resonated strongly with their audience. The campaign proved to be an unprecedented success, resulting in the highest sales volume in a two-month period in the company’s history and engaging customers across multiple channels, including print, TV, and online platforms.
