BMW XM LAUNCH
Conceptualization, Art Direction, RFP, Branding
Following the introduction of the XM Concept in 2021, BMW embarked on a journey to explore new communication avenues targeting the extroverted wealthy. The upcoming XM launch revolves around the concept of an Expressive Lifestyle, with the aim of defying conventional norms and showcasing the car's bold, expressive, and extraordinary features.
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To ensure the success of the event, we kept in mind the unconventional requirements needed to leave a lasting impact on attendees. We curated every touchpoint to reflect modern ways of expression, with the XM serving as the driving force behind every element.
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The event's design language drew inspiration from immersive inflatable structures, which can be reused and recreated anywhere in the world to create the same "wow" effect. As the XM is unlike anything BMW has ever created before, the brief was to target a new generation, one that is bold and expressive. As such, the design execution matched their character and brought the brand essence to life in a visually stunning piece of art that aimed to break boundaries in all forms.
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Project with The Hanging House
Creative Director: Leroy K
Concept & Art Direction: Luna Arja
3D Design: Adnan Shamim
Copy Writing: Reynaldo David
Key Visual:
Drawing inspiration from the audience profile and the car's unique features, we developed a cohesive design language that embodies the event's visual communication. This language is characterized by chrome colors, ever-changing dynamic shapes, and organic forms that morph seamlessly. The design language represents a fusion of motion and emotion, luxury and futuristic elements. It is a representation of expression, with unexpected and eye-catching visuals that break free from the norm. The design takes over Downtown Dubai, promising to leave a lasting impression on all attendees.
Mood Board:
The design inspiration for this project draws from the immersive inflatable structures often found at music festivals. These structures provide an environment where individuals are free to express themselves in unique and creative ways.
Physical and Digital Invite:
The expressively crafted box is home to a treat they’re meant to break. This symbolically talks back to being uncontained and seizing the power to break free from the norms. What they find underneath makes the experience all the more worth it.
Renders:
