Harley-Davidson was thought of as an aging brand. To give it a youthful jolt, and bring new Harley-riding enthusiasts into the family, it created rich narratives in a series that demonstrated Canadian adventure and camaraderie. Three episodic videos were created by Zulu Alpha Kilo and targeted to those with an affinity toward motorcycles. Working with Initiative, the team pitched the episodes to Bell Media, where they were repackaged as a doc for Discovery. It also aired branded pieces leading into the channel's programming for up to six hours.