BMW Make Life a Ride

ART DIRECTION | EDITORIAL

In 2014 BMW Motorrad faced a problem: Motorcycles and the culture connected to them were on the decline. In a society that is more and more on the look for individual fulfilment, the rebellious attitude and group spirit of riding a bike had lost its relevance. But who else could re-imagine the world of motorcycling better than BMW Motorrad? The brand has stood for an optimistic and creative approach to life for more than 90 years. We created a new vision for the brand to shift the perception of what riding a motorcycle means. Because it’s more than just getting from A to B. It’s about self-fulfillment and about physically being in charge of your driving experience. The essence of this thinking was the sentence “Make Life A Ride”.

It aimed to recharge BMW Motorrad with a strong mindset to not only reach bikers but also people who didn’t ride motorcycles yet but shared the same attitude towards life: making the most out of each day. A testament of a relentless and optimistic pursuit of personal fulfilment. In that spirit the first campaign and all others communication pieces to follow didn’t put the bikes in focus but the people who ride them. A first for BMW Motorrad. And received so well that a BMW rider from Italy had it inked on his body.

I created and used handmade textures, lettering and illustration to convey the intimate and bold approach.