General Work BMW
Global Brand Strategy, Collaboration & partnerships, Brand Experience Spaces
From 2021 to 2024, I had the honor of working with an unexpectedly creative team to help establish the foundations of BMW’s in-house agency, The Game Global, in Munich. Starting with a small but talented team of six creatives, we laid the groundwork for what quickly grew into a 150-person agency, in collaboration with Jung von Matt Hamburg. It was the beginning of an incredible journey, shaping an ambitious vision into reality.
During this time, I worked on some truly inspiring projects. Highlights include brand experiences at the Coachella Music Festival, the Cannes Film Festival, CES, a hip-hop concert featuring Nas at Art Basel, campaigns with Skepta, Naomi Campbell, Hans Zimmer, and Doja Cat; and the launches of the BMW i7, XM, and the brand’s futuristic “i” boat on water—just to name a few.
My work encompassed a broad spectrum, from developing creative concepts and brand narratives to designing immersive experiences for events like Coachella, Art Basel Miami, and the Cannes Film Festival. I also contributed to cutting-edge, technology-driven spatial experiences and innovations, including BMW’s interactive CES booth and next-generation car features.
I created the storytelling concept for BMWs Art Basel Miami campaign, bringing Nas and Kennedy Yanko together for the XM reveal, working with The Face Magazine as the editorial partner in crime.
The idea to bring Nas, Kennedy Yanko, and BMW together came from our partner, and 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 Yankos sculptural artistry, turning their collaboration into a symbol of creative manifestation. The project positioned the BMW Concept XM at the intersection of art, music, and design, ensuring the brands presence at Art Basel felt culturally relevant. From scripting their meeting to refining the messaging, I developed a strategy that made this collaboration authentic and impactful.
For CES 2022, I led the development of “Dimensions of Real”, an immersive experience that redefined the perception of future mobility. Working with my team at The Game, alongside our partners from BMW Designworks and BMW in Munich, we crafted a multi-sensory journey that blurred the lines between physical and digital realities.
BMW CES 2022 Dimensions of real
As the project lead, I collaborated closely with Designworks to conceptualize and execute an installation that brought BMW’s vision of future interaction and vehicle design to life. The experience guided visitors through different emotional and sensory dimensions, transforming abstract ideas into a tangible, interactive space. Beyond my conceptual role, I was also deeply involved in the technological development of the color-shifting car, leveraging my technical background to support the process from an innovation perspective. “Dimensions of Real” not only showcased BMW’s cutting-edge technology at CES but also set a new benchmark for brand storytelling in the automotive industry.
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. This partnership was designed to merge music, culture, and brand innovation, positioning the fully electric BMW iX at the center of a cultural moment.
I guided the storytelling framework that seamlessly integrated BMW into Coachella’s vibrant landscape, ensuring a cohesive brand presence across digital and physical touchpoints. From concept to execution, I led the strategic direction and content creation, crafting an experience that resonated with both BMW’s audience and Doja Cat’s global fan base. This project exemplified how BMW engages with next-generation culture, reinforcing its role at the intersection of music, technology, and design.
BMW at Cannes - THE ICON Boat Reveal with Hans Zimmer
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. Working with Hans Zimmer, I shaped the narrative, brand space, and event programming, aligning BMW’s vision with the festival’s global stage.
I led the storytelling and experience design, integrating Zimmer’s exclusive soundtrack into the reveal. This project showcased BMW’s innovation in emission-free mobility, merging design, technology, and sustainability in a high-profile launch.
BMW x AI – From Experiment to Viral Success
While working at BMW, my background in creative technology led me to become an underdog AI expert, frequently called upon by different departments for various tasks—ranging from envisioning futuristic brand experiences to crafting social media content. What started as an experiment soon turned into a frequent side role, where I used AI to shape visual storytelling for the brand.
One of my AI-generated holiday social media posts went viral on BMW’s channels, reaching over 95,000 likes and proving the power of AI-driven content. By integrating AI as a creative tool, I developed a new approach to BMW’s digital storytelling, making it both innovative and highly engaging.
