WOW Moments

As Creative Director and lead creative on BMW’s “WOW Moments” campaign, I helped reframe automotive technology as a source of emotional resonance rather than pure functionality. In partnership with Sky Arts, we positioned BMW innovations as ‘working pieces of art’. We brought tech to life through AI and immersive, art-inspired worlds. From brutalist architecture representing Reverse Assist to renaissance-like skies for the Panoramic Glass Sunroof, each execution was designed to evoke wonder and connection. The campaign ran for 12 months across Sky Arts programming and digital platforms, blending storytelling with sensory impact.

The campaign reached over 15 million people in Q1 2023 alone, with social assets driving strong engagement across Instagram, YouTube, Facebook and Instagram.

Hero films and shorts collectively garnered an estimated 500K to 750K views, with standout posts achieving upwards of 20K likes and high completion rates.

The Sky Arts partnership extended BMW’s presence into cultural spaces. The social rollout helped connect with a younger, design-conscious audience, reinforcing BMW’s position at the intersection of innovation and emotion.

Together with the photographer, we captured additional fashion-inspired shots outside the brief. These complemented the campaign’s emotional tone and elevated BMW’s tech as a design statement.