Client: BMW
Format: Press campaign
Role: Design, art direction
Agency: FCB Inferno

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Background

In 2016, BMW UK celebrated their 100 year anniversary with ‘BMW Innovation’, a series of campaigns focusing on the present technology on offer, as well as future of the brand.

Approach

I worked with the creative team to create a series of press adverts demonstrating the innovative technology available in BMW’s range of cars, which ran on consecutive pages in The Telegraph and The Times. The core idea was to create visuals from the perspective of the driver, which unusually for a car brand, didn’t feature a car at all.

Result

‘A car that calls for help when you can’t’ was awarded a Wooden Pencil for Press Advertising at the D&AD awards in 2017.