Evoking the simple act of saddling a motorcycle as an adventure and subtly embracing the superhero image riders subconsciously adopt, these images manage to convey two-wheeled action without resorting to the cliched guy-taking-corner shot. Created for the “Get On” campaign BMW is using to drive anticipation for the riding season, the motorcycles are bathed in a heavenly light beam, portraying them as salvation from months of cabin fever or the light at the end of winter’s tunnel.

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