In 2019/20, BMW Motorrad announced their biggest bike of all time:
the R 18 – a true cruiser. Instead of producing just another high-octane, full-throttle video showcase of the bike's torque, style, and engine, they wanted to do something different. They wanted to discover its soul.
Follow our protagonist Tommy Kerns as he dives into the world of the R 18 with you. Over the course of the first 9 episodes, Tommy learns everything about the roots of the machine, meets up with designers and engineers and uncovers a well-hidden secrets along the way and the audience loved it. With more than 2.7 Million views within its first season, this product launch mini series not only out performed the clients expectations - but blew off the roof of the pre-orders of this Bavarian boxer with 1800cc of soul.
But this was not the end of the R18's story. After its successful first season, the client ordered six additional episodes. Sending Tommy, and our audience, to new places, meet new people and discovering new stories to be told.
To match the character of the new R18, BMW Motorrad launched a heritage inspired Ride & Style collection – shot and produced in Los Angeles featuring the full cast of our Bavarian Soulstory series. I was lucky enough to be trusted with the role of creative lead and production supervision, collaborating directly with the VP of BMW Motorcycles America and the talented production team.
The whole R18 production and mini-series was created under the "Make life a ride" umbrella, which is BMW Motorrad's mindset towards their product lines, activations and life itself. A mindset that really resonated with me from the get go – and still does today, and thanks to the original creative team, the brand, this mindset and the whole cast and crew of our production partners, this project turned into a ride i love to remember, and the most educational production I was ever part of.
