Choose your World

Getting the BMW X family together for the first time.

The challenge was to conceive and implement a global umbrella campaign for the entire X-Series, BMW’s line of SUVs, while at the same time, maintaining a distinction between each model.

Our international campaign follows communication using the “Choose your X” umbrella concept – launched on the release of the new X1 and X6 vehicles.

Derived directly from the product, the letter X is used as the ultimate symbol of free choice.

Role | Concept, Scriptwriting, Art Direction

The launch film introduced the family of X-models as a range, to emphasise the broad product portfolio of BMW.

We created individual worlds and storylines for each of the six cars, and connected the films with the visual element of marking a physical X somewhere in the story. Each storyline is inspired by the vehicle’s characteristics.

Official TVC for the X1 Plug-In-Hybrid under the umbrella of the “Choose your world”-campaign.