OUR TASK:
Develop a campaign for BMW motorcycles that breaks away from the familiar imagery of riders on the open road — shots that already exist by the thousands.  The focus stays on authenticity: the bike as something deeply human — close to the rider, and just as close to the world around them. Because riding a motorcycle isn't just carving down winding mountain serpentines. It's a feeling shared everywhere, by solo riders, couples, friends, and whole groups who come together through the ride.

AGENCY: FRASER AGENCY
CD: PAUL FLEIG & PEDRO AMERICO