X2 Campaign

This was a campaign I worked on for the BMW X2, where I handled art direction and design across digital, social, OOH, and print. The X2 is positioned around connection and shared experience, so the creative needed to feel social and energetic without losing the premium feel BMW requires. We also extended the work to the 8 Series, which lives in a completely different register, more luxury and performance-driven. Getting both right while keeping the BMW brand consistent across was the interesting part of the project.

Agency: Arcana Academy
Role: Art Direction and Designer

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Based in Los Angeles