LiveWire Harley Davidson Electric Motorcycle


At CES 2019 in Las Vegas, Harley-Davidson introduced an experience allowing participants to get their hands on one of the 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.

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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.

LiveWire Harley Davidson Electric MotorcycleLiveWire Harley Davidson Electric MotorcycleMan wears VR HeadsetMan wears VR headset to experience the Harley Davidson electric motorcycle
An enthralled crowd watches a person immerse themselves in a VR experience on Harley Davidson's LiveWire electric motorcycle, embodying the thrilling intersection of innovation and adventure.
A man is fully immersed in the exhilarating world of virtual reality, experiencing the cutting-edge Harley Davidson electric motorcycle exhibit at CES in Las Vegas. Surrounded by the dynamic buzz of technology enthusiasts and the latest innovations, he embarks on a virtual journey that captures the thrill of the open road, all while standing within the electric atmosphere of the world's premier tech show.

Real-time projections gave the crowd an idea of what the riders were seeing, and the ability to take pictures of their ride.

Woman sits on top of LiveWire motorcycle
Woman experiences harley davidson electric motorcycle vr experince at CES in Las Vegas
Man experiences harley davidson electric motorcycle vr experince at CES in Las Vegas
LiveWire Harley Davison motorcycle sits infront of screen
Lime green harely davidson livewire electric motorcycle
Lime green harely davidson livewire electric motorcycle

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 Originally made for bicycle races, the magnet and hall effects sensors had no problem tracking speeds up to 70mph.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 sends the speed data via the OSC protocol directly to the Magic Leap app as well as the projection screen, assuring an immediate response between your interaction with the bike and the generative graphics.

Pre-Order is presented to CES attendees


  • Zander Brimijoin - Creative Director
  • Daniel Scheibel - Technology Director
  • Lisa Walters - Executive Producer
  • Haley Madsen - Senior Producer
  • Ivan Safrin - Lead Developer
  • Charlie Whitney - Hardware Developer
  • Danni Huang - Designer
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  • Hey Mister - 3D modeling and animation
  • ---
  • Additional footage provided by Mullen Lowe

Created for Harley Davidson

  • Mullen Lowe - Agency