To keep the focus on the motorcycles we stripped the color from everything else. A rich black background enhances the motorcycle images and adds an ominous quality that’s unusual in the motorcycle industry — and a total departure for the normally conservative BMW. We used callouts for impressive stats, testimonials and awards. The copy is short and direct and the photography kinetic. The effect is more advertisement than catalog, more grit than polish, more participant than spectator. See the whole hi-res catalog here

9″ x 12″ | 48 pages