This is why we ride

Problem:

BMW came to us to reinvigorate the marketing for their motorcycle range.

Solution:

My Creative Director came up with an overarching creative strategy that I love to this day - This is Why We Ride - which tapped into the love the motorcyclist community has for their bikes. From there, I created this little magazine ad, where you peel back the perfume strip and smell the grease and rubber of the bike - Taking the campaign from words and images into a more sensory direction.

My Role:

Writer, Art Director