BMW Motorrad “Storied” : Three Branded Docs for a 100-Year Icon
Three organic films. Three authentic riders. A century of BMW Motorcycles—directed/edited by Roberto Serrini, produced by The Simple Machine.
The Brief
BMW Motorrad USA needed content worthy of a 100-year milestone—something more human than hardware porn, and more durable than a single hero spot. Partnering with boutique agency The Simple Machine (founded by Iron & Air’s Adam Fitzgerald and Gregory George Moore), the team developed “Storied: 100 Years of BMW Motorcycling,” a three-part branded documentary series profiling creators whose lives orbit BMW motorcycles. (thesimplemachine.co,Bike EXIF)
Strategy
We skipped the hard sell and went editorial-first: ride culture, design craft, and the emotional gravity of real rider’s story that seamlessly connected to their cherished BMW boxers. That meant short films that behave like mini-docs—story engines powered by personal stakes, not product features.
Distribution leaned into contextual authority, where readers already obsess over builds and brand lineage. This included a international film festival run where all three films were edited together as one complete story titled “The Rider”. The successful festival run introduced it to entirely new demographic and keyed-in audience giving it authentic appeal with organic branding. The campaign also extended via Serrini’s and The Simple Machine’s social ecosystem along with a limited edition print book—keeping the series collectible and reference-worthy beyond the web. (Bike EXIF)
Why it’s right for automotive:
• Credibility > claims. Let trusted editorial voices carry the message.
• Evergreen value. People re-search BMW’s heritage every launch cycle; centennial stories perform long after flight dates.
• Audience fit. Moto-centric Film Festivals, Serrin+TSM, and Bike EXIF brings high-intent moto readers vs. broad social spray.
I am in a love affair with motorcycles, and have shown it many times on screen. From product launching both Indian Motorcycles and Honda Goldwing, to intimate branded docs on Erika Bean for REV’IT and Peter Boggia for Moto Guzzi, to even irreverent films about The Wall of Death or a Flavien Berger music video featuring a $250k 750ss Ducati, I wear my love for bikes on my sleeve. So this was going to be a dream project for me.
BMW Motorrad publicly announced record global sales during the centennial year. Coincidence? No, we don’t think so either.
What This Proves (for brands)
A turnkey director/editor who can operate lean without losing craft is ideal for docu-style brand storytelling in automotive/motorcycle.
A strategic editorial distribution acumen that packages content as credible journalism moves the right audience the right way.
Global resonance (US/EU/Asia) via culture-first approach instead of spec sheets can mean record breaking sales worldwide.
The films were strategically teased online on multiple social platforms, both in traditional and vertical formats which primed the pump for BMW “Storied” success.
A non-traditional BTS for BMW “Storied” shoot was compiled of daily stories, reels and social posts while the team was in production. The recap brought in fresh eyes from the filmaking community.
Results
Press/social proof: Bike EXIF ran all three chapters with explicit credit to Serrini as director/editor and to The Simple Machine as the creative engine behind the series, published Aug 23, Sept 6, and Sept 13, 2023.
Campaign components & reach (partner case): A Daze Media case study on the “BMW ‘Storied’ Series” reports 3M+ impressions, 20K+ page views on Bike EXIF, and a 100-page custom book—useful indicators of the editorial arm’s distribution footprint. (Reported by Daze Media; included here as third-party campaign component data.)
YouTube view rate averaged ≈30–35%, a proxy for interest when versions run in video placements. Store Growers
30-sec video completion rates exceed 90% on premium inventory; strong storytelling sustains attention. Marketing Charts
CTV/digital video: ~64% of automotive video impressions now run on CTV; interactive creative can drive ≥2.8× engagement—relevant if versions extend to CTV.
Execution
“Serrini’s massive doc experience forged a lean, run&gun documentary build” the BMW page notes he directed, shot, and edited the series with The Simple Machine producing. That single-vision pipeline keeps tone, pace, and story POV cohesive across three different creators, and delivery at unbelievable speeds under one week. Director-editor workflow meant faster resets and less crew overhead—useful in working studios and tight urban spaces.
On-camera we favored real-world spaces (studios, workshops, road miles) over stages to keep it honest. Subject-driven interviews anchor the spine; intercut with purposeful ride footage that shows BMWs as living objects, not showroom props keeping force-fed branding to a minimum to maximize authenticity. Locations tracked to each subject’s base—e.g., Matias Corea/Myth Motor (NY), Yve Assad (Nashville), Christopher Myott (New Hampshire)—to visually ground identity, per Bike EXIF.
Cuts prioritize story cadence: subject confession → tactile process → ride release. Grades stay naturalistic (skin, rubber, metal) with restrained contrast—letting the BMW silhouette read without ad-gloss. Sound design rides ambisonic textures (shop tools, carb clatter, wind shear); score supports, never shouts. Combine with Serrini’s signature style of industry accolade editing (two ADC Gold Cubes, One Show Silver Pencil) and you get films people don’t just watch, but act on.
3MM
Total Impressions Served
362
Hours On Content
20k+
Unique Page Views
210k
Bikes Sold 2024
source: Daze Media 2024
source: BMW Group 2024
Role Name / Company Client BMW Motorrad USA (Bike EXIF) Agency The Simple Machine (founders: Adam Fitzgerald, Gregory George Moore) (thesimplemachine.co) Production The Simple Machine (thesimplemachine.co) Director Roberto Serrini (robertoserrini.com) Director of Photography Director-shot (per project page) (robertoserrini.com) Editor Roberto Serrini (Bike EXIF) Talent/Subjects Matias Corea (Myth Motor); Yve Assad; Christopher Myott (Bike EXIF) | Keyword Map: automotive director, motorcycle director, car commercial director, branded film director, automotive filmmaker, turnkey director/editor, tech, travel, hospitality, tourism, editor-director, docu-style commercial, BMW branded film, moto storytelling, APAC automotive video