BMW
Premium Selection
The BMW Premium Selection campaign was a global content production initiative created to strengthen the program's visibility through a distinctive visual language. In close collaboration with BMW's international stakeholders, we developed a benchmark collection of photography and film that defined the campaign's look and feel—establishing a scalable creative framework adaptable across global markets while reinforcing the brand's premium identity.
Client
BMW Group
Company
Metzler:Vater Campaigns
Role
What I did
Creative concept
Brand Strategy Alignment
Journey mapping
Design Guidelines
Photography:Özgür Albayrak
Scope:
Content Adaptation & Market Customization — Understanding the diverse needs of different regions, allowing international markets to tailor messaging while preserving brand integrity.
Brand Evolution & Design System — With a new brand communication and design guidelines, we developed a comprehensive set of implementation standards. This framework provided clear direction for local markets, allowing them to further adapt their own content while maintaining consistency.
Phtography:Özgür Albayrak
Direction / DoP: Lutz Hattenhauer
Role:
Led the creative direction for a global, customer-centric campaign that elevated BMW Premium Selection's premium positioning and shaped a new direction for its international communication.
Creative vision, visual language, and narrative across touchpoints.
Steered creative development, aligning cross-functional teams and production partners around a unified direction.
Directed photography, film, and content production to ensure premium execution and brand consistency.
Post-production oversight and final asset delivery,