"KEEP IT PERFECT"

The "KEEP IT PERFECT" marketing campaign remains one of the most significant highlights of my career to this day. It was the first time I had sole responsibility for a global project, with both internal and external international stakeholders relying on its success. The campaign was executed in collaboration with BMW Motorrad’s global marketing and aftersales teams, as well as a partner creative agency, requiring close coordination across markets and departments.

The initial scope of the project was to increase awareness of BMW Motorrad Service Inclusive (BMSI), an aftersales product that offers customers service and maintenance plans for both new and existing motorcycles.

The issue with the existing marketing material was that it focused almost exclusively on the technical aspects of the product. Most of the advertisements featured technicians working on bikes or bikes positioned in workshops (see below for an example). This approach failed to resonate with customers, as it overlooked their emotional connection to riding.

To address this, I proposed shifting the focus to an emotionally driven marketing campaign. Instead of emphasizing the bike’s technical upkeep, we highlighted the sense of security, freedom, and peace of mind riders feel knowing their motorcycle is protected under a BMSI plan. I developed the creative direction, coordinated the photoshoot in Almería, Spain, and oversaw the production of new global assets that are now used across all BMSI-related campaigns worldwide. The campaign’s success has since made it a reference case within BMW Motorrad for balancing emotional storytelling with product communication and you can currently find the output of my campaign at the BMW Welt in Munich, Germany.

This experience taught me how to merge creative brand storytelling with commercial objectives and strengthened my ability to manage cross-functional projects in a fast-paced, international environment.