H[AR]ley-Davidson

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.

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 Originally made for bicycle races, the magnet and hall effects sensors had no problem tracking speeds up to 70mph.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 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.

• 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
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• Additional footage provided by Mullen Lowe

• Mullen Lowe - Agency