The story of a man, from boyhood to adult and his unstoppable appetite for life, two wheels and adventure. The "Make Life A Ride" film was created with the intention of igniting a desire for freedom and unstoppable adventure. From childhood through to adulthood we follow the story of one individual. We witness his passion for the freedom that ‘two wheels’ can bring and see that motorbikes are a reliable constant. The film reflects BMW Motorrad's attitude in celebrating people's' fundamental ambition to expand their world by being adventurous, allowing themselves to be free and living life to the full.

Although the film’s production budget was challenging, the creative team worked collectively over a period of ten months with the director, editor, producer and client to optimize the project’s overall production value. The reason for the close collaboration was an inspired objective to create something truly expressive of BMW bike owners' long and loving relationship with their bikes. If any element of craft was compromised, the overall ethos of the piece would suffer, and thus diminish the power of the message conveyed. The decision to empower the creative and production team with the freedom to explore and film their ideas enabled them to achieve their goal in sharing all BMW bike owners a film that exemplified their passion to ride!

In a category and market place dominated with domestic brands and competitors the BMW “Make Life A Ride” film was a brave and challenging campaign. By focusing on the true emotional and cultural desire for individual freedom alongside the demand for engineering excellence and reliability BMW Motorrad has established itself as a brand that plays a part in the everyday lifestyle of many Japanese riding enthusiasts. The film continues to create conversations around the topic of renewed passion for biking and biking culture. BMW Motorrad continues to experience record breaking sales and sold out showrooms. BMW Motorrad gives avid bikers a very real opportunity to meet their emotional challenge and fill their lives with renewed adventure and a desire for life. Consequently the increase in return riders to motorbiking in Japan is once again very much on the rise.