“In the absence of a rider, a motorcycle is just a bloated gas can. The rider is really what makes a bike a bike, and what brings it to life. Twisting the throttle on your machine is akin to tugging on the strings of a marionette - except these puppets can do burnouts.”  This was the heart behind the three part series I directed for BMW’s centennial films collectively called “The Rider”. They had wisely reached out to Greg Moore and Adam Fitzgerald, the two luminaries behind the quintessential motomag Iron and Air, and asked them to somehow tell the 100 year story of Motorrad, ultimately resulting in record sales that year coincidentally, and a showering of impressive industry awards.

Produced by: The Simple Machine
Director & Editor: Serrini