Brief Explanation

We invited four underground motorbike custom builders to reimagine and fully customize the new BMW Motorrad "R nineT”model. The story begins with Ola Stenegard, Head of Vehicle Design, BMW Motorrad, who was then introduced to the custom builders who were each given a bike and 5 months in which to fully redesign it in their own particular style. We followed each individual design journey from initial concept, reconstruction and new bike creation. We captured the ups and downs plus the struggles, test stages and in depth design and engineering process. In the final chapter, we captured the “Reveal Day" as the finished bikes were presented for the first time to an emotional and speechless Mr. Stenegard. Along with the 6 chapters of film, we created a dedicated online site and SNS content to report on regular “customise status updates,” we arranged to exhibit the four finished bikes at a variety of events and trade shows both in Japan and in overseas. The project became a key initiator to re-imagine modern day "Easy rider" momentum from Japan to the world.