In preparation for the launch of the S 1000 RR and to fuel the anticipation surrounding one of the firm's most revolutionary motorcycles, BMW Motorrad has recently embarked on several innovative marketing projects. As part of the Planet Power campaign, the German manufacturer headed over to the Portimao circuit in Portugal with a group of photography experts for a breathtaking high-speed shoot with equally breathtaking results.

In order to emphasise the strengths of BMW Motorrad's first venture into the Supersport market and to illustrate the S 1000 RR's awesome credentials, it was decided that a virtual three-dimensional world where normal rules don't apply should be developed. The campaign - Planet Power - would illustrate why the bike is one of the most talked about in the industry, even before its series production release date. To give the images authenticity, real-world shots of the bike needed to be used in the midst of the computer generated backdrop. For this reason, the S 1000 RR was unleashed in its natural environment - the racetrack.

BMW Motorrad and its creative partner Serviceplan enlisted the help of top photographer Mats Cordt, who was responsible for capturing the images of the S 1000 RR that would then be integrated into Planet Power. In order to shoot the bike at its peak, Mats needed to get as close as possible to the action - a requirement that demanded the skills of CamCruiser, a company specialising in fast-paced photography.

CamCruiser has an illustrious history in building specially-designed 'tracking' vehicles for both still and video photography. For the high-speed demands of the Planet Power shoot, the team developed the CamCruiser Pacer - a heavily modified Mini Cooper - which would shadow the S 1000 RR around the Portimao circuit.

Matthias Gelhausen, the man tasked with coordinating the project explains that the Portimao shoot presented some unique challenges and demanded nerves of steel from photographer Mats. "Normally, the cameras are operated remotely by the photographer or cameraman who sits in the seat next to me in the car," he says "But in the case of the S 1000 RR shoot, we realised that the remote method simply wouldn't work. There's a delay of around a second between the laptop which is used to view images and the camera itself and, when you're shooting objects at such a high speed, one second makes all the difference.

"As a result, we realised that we would have to make several adaptations to the car to facilitate the high speed photography. For this reason, we built structures on the front of the car and at the rear, from where Mats could sit and shoot."

Although the Mini Cooper is renowned for its performance and handling, the S 1000 RR is a different beast. The 193hp, 183kg thoroughbred would easily outrun its four-wheeled counterpart. Consequently, CamCruiser heavily modified the Mini in order for it to keep pace. "The build itself was fairly detailed and involved a lot of testing to make sure that the photographer would be safe," continues Matthias. "We added new suspension systems on each wheel, added a role cage, adapted the bodywork and tuned the engine to increase power. We then used 120kg sandbags to make sure the car could cope under the weight of the photographer and equipment. In the end, the car was almost flawless. Considering we were travelling down the straights at up to 170 km/h and around bends at 100 km/h, there was nothing we needed to worry about."

The results of the shoot suggests a perfect harmony between the CamCruiser crew, the photographer and the lucky riders who piloted the S 1000 RRs at Portimao, however Matthias reveals that the group needed to work hard to obtain the images they had hoped for.

"The most difficult aspect of the shoot was perfecting the relationship between myself and the riders," he says. "We were working in such close proximity and at such high speed, it was important that we each understood what was required. The test riders were very technical and looking for the racing lines, whereas I was looking to position the car in the best possible area to ensure Mats got the shots he needed. In the end, we reached a compromise and worked very well with one another - and the shots speak for themselves."

For further press/media information contact:

Tim James
Product Communications Manager
BMW Group Australia
Phone: 03 9264 4150
Mobile: 0439 568 819
Email: Tim.James@bmw.com.au