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 another high-octane product film, the ambition was to tell the story behind the machine: its heritage, its engineering and, ultimately, its soul.
Turn a product launch into a journey of discovery.
A Bavarian Soulstory follows host Tommy Kerns as he enters the world behind the R 18 — meeting the designers, engineers, builders and personalities shaping the motorcycle before its launch.
Rather than simply presenting the finished product, the episodic series gradually reveals where it came from, who built it and what the bike stands for. The first season generated more than 2.7 million views and exceeded expectations, turning what began as a launch format into an ongoing branded-entertainment platform.
2.7M+ views
15 episodes
Multiple international productions
Extended into lifestyle and fashion content
For the launch of BMW Motorrad’s 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.
Everything lived under BMW Motorrad’s Make Life a Ride philosophy — a line that felt unusually true to both the product and the process behind it.
What began as a launch series became a multi-season branded-entertainment platform, a lifestyle production and one of the projects that shaped how I think about storytelling around products today.
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Track x BMW Motorrad
2019 -
Senior Art Director
Concept Development
Creative Direction
Testimonial Casting
Production Supervision
Look & Feel Developement
Script Writing