NAS, the XM, and Art Basel Miami
The idea to bring NAS, sculptor Kennedy Yanko, and BMW together came from our partner — my role was to shape a narrative that aligned with the brand and the campaign’s theme. I crafted a story that connected NAS’s admiration for BMW with Yanko’s sculptural artistry, turning their collaboration into a symbol of creative manifestation.
The primary challenge was creating and executing an experiential XM reveal and pre-communication concept within a tight deadline of less than 8 weeks. The car was concealed within a cloud of fumes while NAS performed. As industrial ventilators cleared the smoke, the vehicle emerged — synchronized with a musical peak.
The Lincoln 1111 building — a Miami brutalist parking lot — was transformed into an experiential installation. We projected the XM logo across the structure, creating a living aura visible throughout downtown Miami. The entire execution, including on-site work, had to be completed in just three days.
The strategy positioned the BMW Concept XM at the intersection of art, music, and design — ensuring the brand’s presence at Art Basel felt culturally relevant. The event attracted Lukas Sabbat, Tremaine Emory, Michèle Lamy, and Timbaland. Editorial partnership with The Face Magazine amplified the narrative globally.
8 Weeks
Timeline
3 Days
On-Site Build
NAS
Artist
Creative Direction
Role
challenge
Reveal the BMW Concept XM to the public at Art Basel Miami with NAS performing — within a tight deadline of less than 8 weeks. Create a reveal mechanism that felt like a cultural moment, not a car launch.
approach
I shaped the narrative connecting NAS, sculptor Kennedy Yanko, and BMW into a story of creative manifestation. Directed the experiential reveal: car concealed in smoke, emerging synchronized with the music. Transformed a brutalist Miami building into a projection-mapped installation.
impact
The event positioned BMW at the intersection of art, music, and design. Global press coverage, editorial partnership with The Face Magazine, and attendance from Timbaland, Lukas Sabbat, Tremaine Emory, and Michèle Lamy.