BMW X2 China
TBWA Beijing China
15" FINAL CUT 1 / 3
In 2019 I moved to Beijing China to head up the BMW China Account as Group Creative Director with TBWA China.
Among several projects, including the launch of a special edition BMW 5 Series paying tribute to the 70th anniversary of the announcement of the People's Republic of China - the inhouse local team of Creative Directors, writers and I worked on the launch campaign of the BMW X2 across the Chinese market.
The campaign idea was based on the platform of 'Doing Every Day in Style'. With this in mind, we built a campaign for a younger, more fashion conscience audience.
Large sets were built for the stills shoot taking inspiration from music videos and art installations. While a mixture of real locations and art installation concepts and designs were built on sound stages in Shanghai for the TVC.
We had some international talent join us from across the globe, from German photographer Amos Fricke to shoot the campaign hero shots to Alan Masferrer from Spain to direct the film, with British LA-based Patrick Meller as our Director of Photography.
The stills were shot over a week in Beijing, while the filming took place in various locations across Shanghai over a number of days.