BMW - Summer i8 and i3 social shoot

Role: Creative Director

BMWi is our Ultimate Vision for the future, and the i8 and i3 are the Ultimate Expressions of BMWi.

As we build up momentum leading up to the #SummerOn sale, we thought it would be beneficial for the brand to create a vast and versatile asset bank featuring the i8 and i3 in a locale that will highlight their unique attitudes–MIAMI. These assets will extend digitally within Web, Social, and CRM, highlighting BMWi and driving anticipation leading up to i8 SOR and beyond.

CCO: Conor Brady
Photographer: Tom Kucy

BMW - SUmmer On

Role: Creative Director

To generate more buzz around our Summer Sales event on social, we created a campaign called, “Summer On.” It’s an initiative that will run for 93 days with unique content and giveaways to drive awareness and sales.

We selected five different content creators that embodied the persona of the highlighted vehicles and asked them to embark on a road trip across the nation. Along the way, they documented their journey and stories on their social channels and ours, sharing what they discover along the wide open road.

The Road Trip series will also be featured on the Summer Sales Event landing page, linking to additional editorial content, highlighted imagery, copy captions and quotes from the content creators’ trips and best moments in their vehicles.

Executive Creative Director: Evan Jones
Copywriter and Art Director: Austin Hafer and Stephanie Gerbino

Social Posts and Instagram Stories

The Road Trip series kicks off with a launch post on the BMWUSA and the content creator’s page. We will consistently share one to two posts from their road trip and also engage our audience with interactive Instagram Stories so our fans can participate and get to know the vehicles better.

The owner’s story website

Besides posting on social channels, The Road Trip series was also a featured story on the Summer Sales Event landing page. We were able to feature a more comprehensive storyline, pulled memorable quotes from each content creator and highlighted the best moments in their respective vehicles.

Across the channel

An overview of the Summer On Road Trip series. Each content creator brought in their own creative taste to the summer content series.