BMW Motorrad | Launch Campaign S 1000 XR & F 900 XR

Advertising & Events Campaign Development Concept Development Print OOH Art Direction Film Creative Direction

The two new XR models combine sportiness and long-distance performance in perfect shape. Their sporty aggressiveness comes from racing. Their outstanding ergonomics with the upright, relaxed sitting posture, on the other hand, allow the driver to fight for every curve and straight line for days. In this film we staged this playful competition with both models in Croatia - again summarized under the hashtag #NeverStopChallenging. I was the Creative Director for not only this project but the client as a whole, helping them on their way to becoming a lifestyle brand. The content produced for the XR was developed conceptually by my team and me.