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Reach the buyer—and those who influence them.
In 2019, BMW launched the new 3 Series. To promote both the brand and the model, we explored a series of questions: What if automotive marketing could go beyond rational product persuasion? What if consumers were viewed not just as buyers, but as individuals from diverse walks of life? And what if we could connect with them on an emotional level? Finally, what if it were possible to reach not only the purchaser, but also the people who influence their decisions?
Client
BMW
Year
2019
Category
Editoral Design
Type of Work
Editoral Design
Photography
In collaboration with the BMW China branding team, we invited a diverse group of influencers—spanning sports, fashion, music, performance, voice acting and filmmaking, automotive media, and academia—who embody the spirit of the brand. Together, we created a bespoke publication as a gift for customers purchasing the new model.
Featuring vibrant photography and a distinctive, engaging design, the publication serves as a warm introduction to the brand. A limited edition was also made available at select flagship stores.
View the digital version here
The digital version for mobile devices only
The production process
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