BMW:
Sheer driving pleasure.
BMW - BRAND IDENTITY
THE MISSION
BMW's mission is to provide "Sheer Driving Pleasure" through the development and manufacturing of premium automobiles that combine innovation, luxury, and performance. The company strives to lead in sustainable mobility while delivering cutting-edge technology and design. BMW focuses on creating vehicles that enhance the driving experience while also advancing sustainability through electric and hybrid models, reducing carbon emissions, and investing in future-oriented mobility solutions.
CLIENT
BMW
THE JOB
As a Creative Engineering Director, my role was pivotal in positioning BMW as a forward-thinking, innovation-driven brand in the digital space. By leveraging the power of Unreal Engine, I enabled BMW to offer cutting-edge digital experiences, pushing the envelope in automotive marketing, product design, and customer engagement. Ultimately, my work contributed to BMW’s mission of delivering "Sheer Driving Pleasure" in the digital realm, while also helping to shape the future of mobility through immersive and interactive technology.
SKILLS
Technical Proficiency
Creative and Visual Thinking
Problem Solving
Leadership
Communication and Collaboration
Attention to Detail
Creative Management Platforms: Celtra, Flashtalking, Clinch
Web Development: HTML, CSS, JavaScript
Design Tools: Adobe Creative Suite (Photoshop, Illustrator, After Effects, etc.), Figma
Animation: Adobe Animate, After Effects, 3D tool: Unreal Prototyping & Collaboration: Figma
THE IMPACT
My work enabled BMW to lead in digital experiences, enhance product visualization, advance brand storytelling, and contribute to the brand’s sustainability and innovation efforts—all while reinforcing the luxury and performance values that BMW is known for.
ABOVE: Using one asset across many mediums with automation significantly enhances speed to market and ensures consistency across all platforms. This approach is particularly valuable in digital marketing and creative production, where campaigns need to be executed across multiple channels—social media, display ads, websites, email, mobile apps, and more—while maintaining brand integrity.
BELOW: Is an example of how one asset can be used across a range of digital ads. By leveraging Unreal Engine and strategically planning for the different ad sizes required, we can create a single asset that seamlessly adapts to all formats. This approach significantly reduces back-and-forth revisions, improving overall efficiency and streamlining the production process.
Unreal Engine is an incredibly powerful tool when used for the right purpose, though full-scale production can become costly. What makes Unreal particularly valuable is its ability to make real-time adjustments—weather, lighting, and time of day can all be changed with the click of a button. This flexibility allows for tailored environments suited to different markets and demographics. The level of detail is so high that the final images often appear entirely natural, with no indication they were digitally generated. With tools for animation, physics simulation, and virtual reality integration, Unreal transforms traditional car ads into engaging storytelling experiences, elevating brand presence and driving consumer interest.
AI is also a valuable tool in this process, not only for helping to build environments but for enhancing them to be as visually compelling as possible. It can optimize design elements, refine details, and ensure that the final result aligns with the highest aesthetic standards. We used AI is a few ads to find ideal and trendy colour palettes that worked with the renderings we uploaded.
ABOVE: A cross-agency production. Another office had a direct role in production of the superbowl commercial featuring Christopher Walkin.
BELOW: My team handled the digital static and motion ads and promotions. Some creative was allowed/licensed to feature him while other smaller digital ads we were tasked with using automotive renders from Unreal. With an ad costing as much as this did to produce and run you want it to have support. My team did an amazing job with all the resizing and production of these assets. This was possible by creating a template that works allows for speed-to-market and automation.
But thats not all!
As a Creative Engineer, my role extended beyond technical execution. I empowered BMW’s global marketing teams by creating templates, systems, and resources that ensured consistency and speed in creative production. By developing automated processes for digital asset creation, I helped marketing teams scale campaigns quickly, adapt them for different regions, and maintain a cohesive brand experience across diverse markets. This not only increased operational efficiency but also ensured that every aspect of BMW’s marketing remained aligned with the brand’s high standards.
