BMW
My work on BMW involved everything from viral videos, content development, social and digital initiatives, outdoor, print, TV, radio, retail, events and promotion, and collateral. A true 360-degree role, and one which helped the brand reach all-time sales figures.
To launch the K 1200 R, a naked bike with 163 hp, we created this viral video.
Print and outdoor completed the picture, positioning the bike against the sport bike crowd.
To launch the F 800 S, we interwove footage of a stunt rider with an old motorcycle safety film.
Teaser ads directed riders to a microsite where riders could register to win the bike.
With BMW Motorcycles reaching unheard of levels of performance, we did a high energy brand spot:
This spot showcased the 173 hp K 1200 S, the fastest BMW bike of all time.
I also supervised the development of the first community web site for BMW riders, BMW XPLOR, planning its entire structure, user interface, design and copy.
The site featured blogs, Google maps, videos and photography galleries, tech tips, forums, event info, and individual rider pages. In its first four months, we had 7,000 registered users, 1,300 galleries, and 350 blogs.
In addition to writing all the product copy on www.bmwmotorcycles.com, I created content and advertorial pieces defining the BMW moto-lifestyle.
During my time on the brand, I wrote countless print ads. Here’s some of the best, including “I never knew BMW made cars until I passed one,” which is still being used on tee-shirts:
“We know a great place for Mexican. Mexico.”
I also wrote numerous product brochures, including this historical retrospective about some of BMW’s more noteworthy models:
As well as more modern day models:
And for those BMWs with four wheels, I wrote these product brochures for the X5 and 3-series, and a few collateral pieces for aftermarket performance parts:
Being a rider helped me define the BMW experience. Here’s my 1991 R 100 GS Paris-Dakar.