The Edge Electrified campaign elevates driving performance into an art form.
A global campaign for BMW’s i4, M50, and ICE, combining bold visuals with modern storytelling.
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Three different models of the 4 Series, the i4, M50, and ICE, living together under one cohesive concept.
One cohesive modular universe, directed by Bode Brodmüller, that seamlessly integrates all three models.
For the i4 M50, the electric performance version of the i4, we emphasized sharp angles, aggressive panning, and dynamic editing to capture its power.
The G23 Cabriolet, though a combustion engine, was shot within the same visual framework, fitting alongside its electric counterparts.
The social media campaign featured a wide range of assets, spotlighting key features of the three cars, with unique talents representing each model.
Phillip Bach added his signature touch with additional TikTok content, giving the campaign an extra spark across platforms.
The production took place over 30 days in Cape Town, South Africa, where Matthew Jones led the still image shoot.
Lars Borges tagged along on the film set, focusing on intimate, behind-the-scenes moments that brought a personal touch to the campaign’s visual storytelling.
Agency.
Executive Creative Director:
Christof Deutscher.
Creative Lead: Pablo Iriarte.
Art Direction: Marcela Jardini.
Account Director: Łukasz Walerowski.
Agency Producer: Daniel Thiele.
Production: Tony Petersen Film
Director: Bode Brodmüller
DOP: Timothy Sedgwick, Pascal Remond
Producers: Carlo Wallher, Daniel Dexler.
BMW.
International Content Campaigns, Artwork, Films: Jacqueline Wagner.
International Content Campaigns, Artwork:
Eva Knoke.
Head of Content Creation Artwork & Film:
Max Bauer.
Head of Content- Digital and Editorial Marketing: Fabio O.