The Mission x BMW Motorrad


Riders On The Storm


Creative Development, Ideation & Strategy

Production Services

Post-Production Services

The Ask

The Mission magazine approached us with a brief to produce imagery for an advertorial that was commissioned by BMW Motorrad South Africa, the motorcycle specific component of BMW. It was commissioned as part of a greater strategy to celebrate the 40th anniversary of the renowned G/S brand of motorcycle, proudly part of the BMW stable. Originally it was a stills-only brief but evolved to include a video element alongside the images we shot for the magazine. The team went searching for open dirt roads, classic camping along with both Clanwilliam Yellowfish and Smallmouth Bass caught on fly.


Our execution was a documentary style approach to a trip that was planned around celebrating travel, motorcycles and fly fishing. We focused on the authenticity around the brief and subsequently went about planning a trip that covered all the bases we were looking for. Our team headed out for a few nights, following the two riders on the GS Urban and the F 850 GS bikes and documenting their weekend of riding and fishing. We lucked out with just the right amount of dramatic weather alongside some successful fishing, which culminated in a great shoot for all involved.

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results & observations

what the client said

" Working with Simon and Caro of Fell + Co on our BMW Motorrad mission into the Tankwa Karoo was an absolute pleasure. They understood our somewhat unusual brief to a tee and, despite us getting nailed by unseasonal weather from a full-on desert storm with gale-force winds, sand, rain and mud, they were unflappable. They not only ensured that we got the shots and the footage we needed, but they went out of their way to make it happen when many of us thought the shoot might get blown out. We were stoked with the result and BMW Motorrad were over the moon with the whole production. As far as easy-going professionals go, these two are out of the top drawer. We would love to work with them and Fell + Co again. "

Tudor Caradoc-Davies

Editor and Co-Founder, The Mission.