Agency: FCB Inferno
Role: Art direction, Design
To promote the release of the new sixth generation BMW M5, I created a DM pack which was sent to select customers.
My aim was to introduce a new design language for the M range of cars. Inspired by track markings as well as balance, and power – two key features of the car – this bold graphic approach, combined with special printing processes on premium paper stock and presented in a carbon fibre envelope, resulted in a visually arresting and tactile piece of communication.