Can you turn a product launch into a journey of discovery?
BMW Motorrad was preparing to launch the R 18 — its first full-size cruiser, built around the largest boxer engine the brand had ever put into a production motorcycle.
Instead of introducing it with brand typical high-octane product film, we wanted to tell the story behind the machine: its heritage, its engineering and, ultimately, its soul.
A Bavarian Soulstory
Host Tommy Kerns entered the world of the R 18 — meeting designers, engineers, builders and personalities connected to the bike — while each episode uncovered another part of the story. Thus, the product launch became a journey towards the product itself.
The first season generated more than 2.7 million organic views and exceeded expectations, turning what began as a launch format into an ongoing branded-entertainment platform.
For the launch of BMW Motorrad’s first ever heritage-inspired Ride & Style collection, the Bavarian Soulstory cast returned for a production in Los Angeles.
I took on the role of Creative Lead and Production Supervisor, working directly with BMW Motorcycles USA and the production team to translate the world of the series into a fashion and lifestyle campaign.
From motorcycle story to lifestyle world
Everything lived under BMW Motorrad’s Make Life a Ride philosophy — a line that felt unusually true to both the product and the way we approached the work.
What started as a launch series became something much broader: a lifestyle and entertainment platform built around people, places and stories rather than product messages alone.
Looking back, this project probably comes closest to how I still want to tell brand stories today. Long before “branded entertainment” became an established label, we were already treating the brand less like an advertiser and more like a publisher — creating formats people could spend time with, while letting the product live naturally inside the story.
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Track x BMW Motorrad
2019 -
Senior Art Director
Concept Development
Creative Direction
Testimonial Casting
Production Supervision
Look & Feel Development
Script Writing -
Creative Team
Reinhard Krug (CD)
Oliver Weber (Copy)
Production
Red Pinata (Launch Series)
Ride&Style (Credits to be verified)