Pioneering Brand Experiences
From 2021 to 2024, I worked with an unexpectedly creative team to help establish the foundations of BMW’s in-house agency, The Game Global, in Munich. Starting with six creatives, the team grew to 150 people in collaboration with Jung von Matt Hamburg.
BMW x Doja Cat — Coachella 2022
As project lead, I shaped the narrative, strategy, and content production for BMW’s collaboration with Doja Cat at Coachella 2022. The partnership merged music, culture, and brand innovation — positioning the fully electric BMW iX at the center of a cultural moment.
NAS & Kennedy Yanko — Art Basel Miami
I shaped the narrative connecting NAS, sculptor Kennedy Yanko, and BMW into a story of creative manifestation. The car was concealed in smoke while NAS performed — as industrial ventilators cleared, the XM emerged synchronized with the music. Editorial partnership with The Face Magazine.
THE ICON — Cannes Film Festival
As creative and project lead, I developed the reveal strategy for THE ICON — BMW’s first battery-powered marine craft — at the Cannes Film Festival. Hans Zimmer composed an exclusive soundtrack. The project showcased BMW’s innovation in emission-free mobility.
2021–2024
Duration
6 to 150
Team Growth
Coachella, Cannes, Art Basel
Events
Creative Direction
Role
challenge
Help establish BMW’s in-house agency The Game Global and create brand experiences that position BMW at the intersection of art, music, and culture — at Coachella, Cannes, CES, and Art Basel.
approach
I directed campaigns and brand experiences from concept through execution. Doja Cat at Coachella, Hans Zimmer at Cannes, NAS at Art Basel, immersive installations at CES. Each one had to feel culturally relevant, not like a car ad.
impact
BMW became a presence in contemporary culture — not just automotive. The team grew from 6 to 150. Multi-million-euro productions, 50M+ media impressions, and a brand that showed up where people actually want to be.