BMW
Premium Selection
BMW Premium Selection needed to turn a fragmented global presence into one cohesive brand experience. The challenge was to define a distinctive tone of voice and visual language that would create consistency across markets while remaining flexible enough to work across every channel and local context.
Client
BMW Group
Company
Metzler:Vater Campaigns
Role
Deliverables
Creative concept
Brand Strategy Alignment
Journey mapping
Design Guidelines
Photography:Özgür Albayrak
The creative idea turned everyday moments into the hero, positioning BMW Premium Selection as the enabler for more time enjoying the things that matter.
I led the development of the campaign's creative direction, defining the visual language, tone of voice, and storytelling principles. Working closely with international stakeholders and production partners, together we established a global content framework supported by design and implementation guidelines, enabling markets to create consistent brand communication across all touch-points.
Direction / DoP: Lutz Hattenhauer
Photography: Heiko Prigge
Phtography:Özgür Albayrak
Result:
A creative campaing that strengthened BMW Premium Selection's premium positioning and created a consistent brand experience worldwide. The resulting guidelines and content framework provided global markets with the tools to execute campaigns more efficiently while maintaining a coherent visual identity and tone of voice across channels.