A series of short, narrative driven films, focusing on influential riders within the BMW community.
Each month, over the course of a year, we pick a subject and explore their emotional connection to their machines.
Subjects are chosen to cover the brand’s different product segments. In this way the series forms a platform to reach different customer groups. Distributed on social media, the films allow us to build specific audience sets and retarget with sales driving initiatives.
Introduced to motorbikes at a young age, Byron Coetsee’s love for adventure was born when his father bought him his first bike at 7 years old. ‘Born for this’ looks at how this relationship has shaped him, focusing on the role his father has played in making him the rider he is today.
The world is full of preconceptions; old ideas which society preserve, limiting the potential of us all. These often manifest into stereotypes. For example, female riders. Cast as tough, leather clad woman, void of femininity. We teamed up with Lauren Scott to add a little fuel to the fires of change. Through this short film we are presented with an experienced female rider, the master of a rather bad-ass motorcycle, and a sophisticated representation of the modern woman.
Adventure’s out there. As long as you know where to find it and what to do when it arrives. Country Trax has spent over 16 years training explorers of all skill levels to unlock their potential. Set in the magnificent Montague countryside on the weekend of the GS Trophy, ‘Share the Adventure’ gives us a glimpse into the lives of a group of people truly dedicated to nurturing the adventure rider in all of us.
We meet vintage motorcycle enthusiast and illustrator Claudia Liebenberg. Currently on the brink of motherhood, we caught up with the amazing artist to learn about her work, her love for classic BMW machines and the excitement of raising the next generation to ride.
We broke out of rider stereotypes once again when we spent a day with SA celeb Ayanda MVP at the radio 947 studio. Ayanda reflects on a day at the BMW Rider Academy, and is converted to a spokeswoman for female riders. The Jozi queen adds her golden voice to a growing community of non-traditional riders while the BMW Motorrad family welcomes her with open arms.
With the jaw-dropping power of the S 1000 RR beneath his seat, veteran superbike racer Lance Isaacs is one of the fastest men on two wheels. We visited him at his playground to discover what makes the Motorrad icon tick. He reveals the psychology behind the race, and takes our camera along for a 300km/h lap of Killarney Race Track.