BMW
Premium Selection
The BMW Premium Selection campaign was a large-scale visual content production initiative designed for global market communication. Our goal was to elevate the program’s awareness through compelling imagery and video content while ensuring continous alignment with the brand’s evolving identity.
Working in close collaboration with BMW’s international market stakeholders, we crafted a collection of images and video clips. Designed to serve as a benchmark for visual styling and tonality, establishing a look and feel adaptable across markets.
Client
BMW Group
Company
Metzler:Vater Campaigns
Role
DELIVERABLES
Conception
Brand Strategy
& Alignment
Journey mapping
Copywriting
Design Guidelines
Agile Collaboration
Photography:Özgür Albayrak
Strategy:
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, empowering them to further adapt their own content while maintaining consistency.
Phtography:Özgür Albayrak
Direction / DoP: Lutz Hattenhauer
Results:
By focusing on the customer values, we delivered a versatile, customer focused campaign that enhanced BMW Premium Selection’s visibility and setting a new direction for its global communication.
From initial concept development to final delivery, including:
Defining visual narratives to reinforce the brand’s premium positioning / Developing mood boards and creative references to align teams globally / Collaborating with photographers, directors, and production teams to execute a polished, high-end look / Ensuring post-production quality control, color grading, retouching and final adaptations for different channels.