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Tool Lets Loose in Harley-Davidson Campaign with Victors & Spoils

Tool Director Geordie Stephens recently teamed up with Victors & Spoils to helm a pair of freewheeling spots for Harley-Davidson.


opens on a dog chain steadily tugging at a stake. An imprisoned canine attached to the tether tears the stake from the ground and breaks free lurching across the yard, leaping a fence, and tearing off after the Harley-riding hero whose revving engine had inspired the escape. The camera pans wide then, revealing a wide shot of a neighborhood overrun with dogs chasing behind the bike as a cacophony of joyous barks breaks out.


highlights the feel-good efforts of a swaggering Harley humanitarian, who struts past a group of caged dogs outside a pet store with an armload of leashes. The leather-bound savior then performs a mass rescue, revving his bike to bring the cage doors exploding off their hinges. He rides proudly off, his canine entourage running at his side. “Now, with even more power,” a narrator boasts of the new Harley models. Indeed.

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Client: Harley-Davidson

Spot Title(s):

Liberation, Unchained

Air Date: August 2011

Agency: Victors & Spoils

ECD: Evan Fry

CD: Noah Clark

EP: Eric Rasco

Account Director: Sarah Holbrook

Prod Co: Tool

Director: Geordie Stephens

EP(s): Brian Latt, Oliver Fuselier

EP Digital: Dustin Callif

Editorial Co: Number Six LA

Editor: Kevin Zimmerman

EP: Crissy DeSimone

Post/Effects Co: Method

VFX Supervisor: Rob Hodgson

Lead Flame: Pierre LaQuerre

EP: Robert Owens

Producer: Cara Farnsworth

Telecine: CO3

Colorist(s): Sean Coleman, Siggy Ferstl

Music Co: Noiselab Music

Sound Design Co: Soundelux DMG

Sound Designer: Masanobu Tomita

About Tool

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.

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