BMW at CES — Dimensions of Real
challenge
Lead the development of an immersive CES experience that redefined BMW's vision of future mobility — not a booth, but a sensory world that visitors would genuinely remember.
approach
I led 'Dimensions of Real' for CES 2022, working with The Game Global team and BMW Designworks in Munich. A multi-sensory journey that blurred the lines between physical and digital realities — guiding visitors through emotional dimensions rather than showcasing specs. I was also involved in the technological development of the color-shifting car from an innovation perspective. This was part of building BMW's in-house agency, The Game Global, from a 6-person team to a 150-person operation alongside Jung von Matt Hamburg.
impact
Set a new benchmark for brand storytelling in the automotive industry. 50M+ media impressions. Part of a four-year run at BMW that also included Coachella with Doja Cat, the Cannes boat reveal with Hans Zimmer, and an AI-generated social post that hit 95,000 likes.
From 2021 to 2024, I worked with BMW to help build The Game Global — their in-house creative agency in Munich. We started as a team of six and grew to 150 people in collaboration with Jung von Matt Hamburg. CES 2022 was one of the most technically ambitious projects from that run.
'Dimensions of Real' was a multi-sensory installation that asked: what does future mobility actually feel like? Working with BMW Designworks, we created a journey through different emotional and sensory dimensions — abstract ideas made tangible and interactive. I also contributed to the technological development of the colour-shifting car — working directly with the engineering and design teams on the innovation concept.
The four years at BMW also included: leading BMW x Doja Cat at Coachella 2022, developing the narrative and content strategy for the BMW iX launch across digital and physical touchpoints; the Cannes Film Festival reveal of THE ICON — BMW's first battery-powered marine craft — with Hans Zimmer composing an exclusive soundtrack; and an AI-generated holiday post for BMW's social channels that went viral with 95,000+ likes.
50M+
Media Impressions
150 People
Agency Grew To
95K+
AI Post Likes