For the launch of the BMW M 1000 RR, S 1000 RR, M 1000 R, and S 1000 R, we once again had the chance to realize an adrenaline-charged project together with our friends from FLORIDA REKLAME.

The film was meant to be raw, blisteringly fast, precise and obsessive, aggressive, almost uncomfortable, and it carries the fitting name LEAN TO PAIN.

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With the Director’s Cut, we pushed things even further. AI-driven visuals and VFX, with the bikes rebuilt as detailed 3D models and meticulously matched to the live-action footage.

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The voice-over is darkly inspired by the Joker from The Dark Knight and gives the film a very distinctive tone, centered on danger and the razor-thin line between control and chaos.

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A particular highlight was working with world-class riders such as Toprak Razgatlıoğlu, Michael van der Mark and Nate Kern who brought exactly that energy to the road.

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The campaign is now live in over 30 markets worldwide and has generated more than 15 million clicks across TikTok, Instagram, and YouTube.

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This is not comfort.
This is LEAN TO PAIN.