The Muscular Dystrophy Association has a long history with Harley-Davidson business leaders and brand enthusiasts. Each year, MDA and Harley-Davidson partner to build awareness of this life-changing disease and raise funds across North America by engaging followers of their iconic brands. It’s a tight-knit community. Fun-loving, passionate and giving, they all have something in common. The concept of personal freedom. Our assignment was to capture that spirit in broadcast for use nationally and in MDA Chapters across North America.

The spot features Reagan Imhoff, MDA Ambassador and her spirit animal – a Harley-Davidson enthusiast. In a private moment in plain view, they share the “biker wave” as an acknowledgement of their common pursuit.

While it has been adopted for national use in all media, it was originally developed to support the 25th Anniversary Black N’ Blue Ball in Milwaukee. That event, attended by 1,400 members of the MDA community, generated $1.1M benefitting kids in search of their own personal freedom.