Client: BMW
Formats: DM
Role: Design, art direction
Agency: FCB Inferno

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Background

BMW M cars are born on the racetrack, and yet also at home on every road. Inspired by BMW's rich motorsport history, these high-performance cars meet even the highest demands with respect to agility, dynamics and power. BMW were preparing to launch the latest iteration of the new M5. Equipped with the revolutionary M xDrive system, it delivers incredible balance and control even in the most demanding driving conditions. They needed a limited run direct mailer to send to select customers who had registered their interest in this ultimate driving machine.

Approach

I saw this as an opportunity to introduce a new design language for M car communications. Inspired by markings synonymous with both the road and track, a bold, graphic approach was merged with themes of balance and power. Special printing processes on high grade paper stock helped add a tactile and premium element to the the pack which was presented in a carbon fibre envelope – a nod to the use of the material on the car’s roof.