BMW — Pioneering Brand Experiences
challenge
Make a global automotive brand feel culturally relevant — not just present — across Art Basel, CES, Coachella, and Cannes.
approach
Put BMW inside cultural moments rather than alongside them. Every project led with a real person — an artist, a musician, a filmmaker — not a product spec.
impact
Helped grow BMW's in-house creative agency from 6 to 150+ creatives. Delivered campaigns with collaborators including Nas, Doja Cat, Hans Zimmer, Skepta, and Naomi Campbell.
In 2021, BMW's in-house creative agency 'The Game Global' was six people in a room in Munich. I was brought in to help build what that became — 150+ creatives, in collaboration with Jung von Matt Hamburg, delivering work across the world's biggest cultural stages.
CES 2022 — DIMENSIONS OF REAL Working with BMW Designworks and Munich HQ, we built 'Dimensions of Real' — a multi-sensory installation asking: what does future mobility actually feel like? Abstract ideas made physical and interactive. I also worked directly with the engineering and design teams on the concept for BMW's colour-shifting iX — a car that changed its skin on demand.
COACHELLA 2022 — BMW x DOJA CAT As project lead, I shaped the full narrative for BMW's iX presence at Coachella — how the car was spoken about, how it showed up across digital and physical touchpoints, how it connected to Doja Cat's world without feeling like an ad. The goal was for BMW to belong at Coachella. Not sponsor it. The difference is everything.
CANNES FILM FESTIVAL — THE ICON At Cannes, BMW unveiled THE ICON — its first battery-powered marine craft, built with boat maker TYDE and designed by Designworks. I led the reveal strategy and brand space design alongside Hans Zimmer, who composed an exclusive soundtrack for the moment. The boat wasn't about specs. It was about what luxury looks like when it no longer needs an exhaust.
THE FACE MAGAZINE — NAS & KENNEDY YANKO For Art Basel Miami 2021, BMW brought together Nas and sculptor Kennedy Yanko for a collaboration that ended up in The Face. I shaped the creative brief and content strategy — writing the story behind the pairing, how it was framed, what the XM Concept meant in that context. The result was editorial, not advertising. That's the difference.
2021–24
Years with BMW
150+
Agency grew to
10+
Global cultural stages
200+
EVs deployed at Cannes fleet
80%
THE ICON energy reduction vs conventional
4th year
Coachella — official partner streak
“There's a lot more I'm happy to speak about in person.”
— Orhan Olgar