THE ULTIMATE DRIVE | CREATIVE DIRECTOR, DIRECTOR
OVERVIEW
In today's world, luxury isn't about ostentation or empty symbols. It's sculpted by the audacious few who dare to redefine 'ultimate.' Enter the creators, the innovators, those seamlessly weaving tradition with trailblazing novelty. Recognizing this cultural shift, BMW's "The Ultimate Drive" campaign taps into this ethos. For a generation rooted in authenticity and thirsting for meaningful moments, driving becomes more than a function—it's an odyssey of redefining boundaries. It's a salute to those who grasp that the essence of luxury is carving one's distinct path, challenging the norm, and setting a new gold standard.
Throughout the year, we showcased groundbreaking releases—the audacious XM SUV, the elegant GKL series, and the pioneering i5 electric vehicle, each carving a new niche in modern mobility. Our ambassador choices? Only the true trendsetters. Ciara, an artist whose talents echo globally; Victor Cruz, who transitioned from NFL stardom to becoming a lifestyle legend; and Jay Shetty, a beacon of wisdom whose insights spark global reflections.
Navigating the evolving landscape of culture and media, our "The Ultimate Drive" campaign was digital-first but far from digital-only. Its reach extended to TV, podcasts, music videos, and social channels. This strategy didn't just showcase BMW's innovations; it embedded them in modern culture, making every touchpoint not just an ad, but a conversation.
AGENCY
Mediabrands Content Studio
PRODUCTION COMPANIES
Paramount, Art Jail, Synapse, Radical Media
GROUP CREATIVE DIRECTOR
Rob Hersey
CREATIVE DIRECTOR
Dylan Travis
CONTENT DIRECTORS
Jessica Klein, Sara Goldsman
HOW WE ROLL | CREATIVE DIRECTOR
Amidst the backdrop of BMW's "The Ultimate Drive" campaign, Ciara emerged as the embodiment of what it means to be truly 'ultimate' with the XM SUV. Together, they moved to her fresh track "How We Roll", which debuted with the film and was seamlessly incorporated into her own music video, garnering over 4MM organic views.
From impactful social posts for Black History Month, a digital showcase of her XM choice on a tablet, to a commanding presence at Art Basel — every touchpoint was a testament to the XM's confluence of luxury and performance. This synergy echoed far beyond digital, resonating on Revolt and various media outlets, crafting a narrative of luxury meeting cultural relevance.
AGENCY
Mediabrands Content Studios
PRODUCTION
Radical Media
GROUP CREATIVE DIRECTOR
Rob Hersey
CREATIVE DIRECTOR
Dylan Travis
CONTENT DIRECTORS
Jessica Klien, Sara Goldsman
DIRECTOR
Mia Barnes
EXECUTIVE PRODUCER
Jim Bouvet
PRODUCER
Susan Agostinelli
DP
Jared Fadel
EDITOR
Ally Gondeck
HOW WE ROLL | MUSIC VIDEO INTEGRATION
NEED FOR SPEED | CREATIVE DIRECTOR
Amidst the dust at the Thermal Club, Victor Cruz and the BMW XM painted a new portrait of luxury. Together, they blurred the lines between athletic prowess and automotive performance, illustrating that the essence of 'Ultimate' isn't just about polish—it's about power with purpose.
AGENCY
Mediabrands Content Studio
PRODUCTION
The Vault
GROUP CREATIVE DIRECTOR
Rob Hersey
CREATIVE DIRECTOR
Dylan Travis
CONTENT DIRECTORS
Jessica Klein, Sara Goldsman
DIRECTOR
Lorenzo De Guia
PRODUCER
Megan Takahashi
CHANGE YOUR MODE | CREATIVE DIRECTOR, DIRECTOR
In the spirit of BMW's "The Ultimate Drive" campaign, Jay Shetty perfectly tuned into the essence of what it means to be 'Ultimate' with the i5. With Jay's belief that cars can be transformative spaces, the i5 became more than just a vehicle; it symbolized a shift in mindset, ensuring a more connected arrival. This introspective journey was visualized using the cutting-edge virual production technology, connecting camera movements with immersive backgrounds, elevating the entire narrative.
This wasn't just about showcasing the tech brilliance of the i5 but also spotlighting Jay's unique perspective on the sacredness of car journeys. With every frame, it emphasized the i5's intersection of technology and introspection, creating a narrative that resonates deeply with today's cultural pulse.
AGENCY
Mediabrands Content Studio
PRODUCTION
Synapse
CREATIVE DIRECTOR
Dylan Travis
CONTENT DIRECTORS
Jessica Klein, Sara Goldsman
DIRECTORS
Dylan Travis, Zach Jopling
EXECUTIVE PRODUCER
Justin Diener
PRODUCERS
Michele Lawrence
THE ULTIMATE DRIVE | :30
At the heart of "The Ultimate Drive" campaign is a fundamental understanding: being "ultimate" is not monolithic. It's multifaceted, just like the individuals we champion. We've seen Victor Cruz seamlessly transition from gridiron greatness to lifestyle luminary, just as our vehicles embody different shades of excellence.
Whether it's the familial warmth and leadership tied to the X7, the unyielding ambition represented by the M8, or the forward-thinking innovation of the i7, we've celebrated the myriad ways one can drive their destiny. Each vehicle, like each of us, has a unique story to tell, a different path to tread. And with this campaign, we're not just showcasing cars; we're redefining the essence of what it means to undertake the ultimate journey in all its varied forms.
PRODUCTION
Paramount, Art Jail
THE ULTIMATE DRIVE | 3X :15
We dialed into Victor's multifaceted persona's to connect with diverse crowds. With the X7, we leaned into his coaching mentality — all about that family bond and team spirit. For the M8, we rode the wave of pure ambition, capturing that "push every limit" energy. And when it came to the i7? It was all about Victor the futurist, shaping tomorrow's vision today.
SELECTED WORKS