BMW: National Press Events

Building The Bridge to BMW Films

I was pulled in by United Entertainment Group (UEG) to lead creative on a pitch for BMW Group's Rolls Royce brand. The success of that pitch led to the agency retaining me and an opportunity to pitch for larger business with BMW Group—specifically, national press events for BMW.

Working with strategy, I approached the BMW pitch with long-game thinking. Instead of traditional product launches, we built a narrative around how film and entertainment were essential to BMW's cultural cachet. We positioned BMW as a cultural force that understood storytelling as core to its identity, emphasizing premium, non-traditional experiences that would resonate beyond standard automotive circles.

By embedding conceptual thinking into what could have been routine event work, we elevated the creative ante for the agency and put UEG on BMW's radar for larger opportunities. This groundwork ultimately led to BMW bringing back BMW Films—the iconic branded content series—with a new installment featuring Uma Thurman and directed by Sam Hargrave (Extraction).

Impact: The pitch won UEG the BMW account and established the agency's creative credibility. More significantly, it set the strategic foundation that influenced BMW's decision to revive BMW Films, one of the most celebrated branded content franchises in automotive history.

Role: ECD, Creative Development, Strategic Collaboration, Creative Direction