BMW R9T Urban G/S

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Client: BMW Motorrad / VCCP
Photographer: Dimitri Coste

Dimitri Coste was invited to shoot BMW Motorrad’s latest campaign for the new BMW RnineT Urban G/S, a street scrambler motorcycle inspired by the look and mystique of 1980s desert racers. Titled “The Spirit of A Legend”, the campaign stars three-time Paris-Dakar winner Hubert Auriol and motorcycle enthusiast Joy Lewis as they revisit the early days of the famed desert rally both in Paris, France and Dakar, Senegal.

We produced 10 key visuals which were used for print advertisement, digital features and social media posts ; as well as 100 collateral images which were used to further develop the story across multiple platforms including press, digital and retail.

The photography was also presented in two full-length “headline stories” prominently featured on BMW Motorrad’s website: “The Spirit of A Legend” and “Dakar by bike – Insider tips from rally legend Hubert Auriol”.