ART DIRECTOR, WRITER
For BMW, the launch of the R-1200C motorcycle was an opening into the hardcore cruiser market. To introduce the brand outside of its core enthusiast circle, the strategy was to give the new model credibility in a space where BMW had no heritage. The creative directly challenged the essence of the cruiser market mind-set in a way that served BMW as a relevant option. The results were a successful product launch and a more competitive reputation.
