Case Studies

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 a cinematic celebration worthy of a 100-year milestone—something more human less hardware, and more evergreen than a single hero spot. Partnering with boutique agency The Simple Machine (founded by Iron & Air’s Adam Fitzgerald and Gregory George Moore), the contacted me to develop “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 story-first: ride culture, design craft, and the emotional gravity of real rider’s story that seamlessly connected to their cherished BMW’s just as our audience did. That meant real short docs that share stories worth telling. Story engines powered by personal stakes, authentic perspective and true love, not ever product features, sales jargon, or brand awareness.

Distribution leaned into contextual authority, where an audience already obsess organically shared these stories which gave them the authentic authority they deserve.

Organic distribution channels:
• Organic social media authority: Films were broken into several formats to be easily shared on non-brand social media channels that had a built in invested audience. Each subject shared with their personal audience, as did the filmmakers, and other bike-centric platforms like BIKEEXIF and The Vintagent.
• International Film Festival Run: Editing all three films together and framing it as a documentary that asks the questions “Why?” do we ride, we were premiered in over 15 international festivals winning multiple awards from best documentary, inviting a whole new demographic into the BMW ecosphere.
• Limited Edition Print Companion: Working with Iron and Air’s founders we created a beautiful limited edition collectable print companion that highlighted each individual with a strong connection to the rich history of BMW for their centennial celebration. This led to grey market interest in the book for die hard brand aficionados that brought additional sensationalism to the project.

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.

Like all my work, it is about extreme intention. I have an authentic love affair with motorcycles and had to bring a real connection to the screen that wasn’t about brand but all about story. I’ve shown my organic love for two wheels many times with Indian Motorcycles and Honda Gold Wing, 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 25 luxury brands including an ultra rare $250k Ducati. The common denominator is a cinematic experience that live somewhere between reportage, emotion, and fully lived experience.