THE ULTIMATE ULTIMATE DRIVING EXPERIENCE:DRIVE A BMW ON MARS
PROJECT OVERVIEW
The Ultimate Ultimate Driving Experience was a speculative brand platform developed for BMW’s board, exploring what it would mean to extend the brand beyond Earth - specifically, to Mars. This was part of a broader “legacy branding” effort led by Indelible Planet to help BMW reimagine its long-term role as a mobility and innovation leader in a rapidly transforming world.
The goal wasn’t product - it was perception.
Could BMW maintain relevance in a future shaped by climate disruption, space colonization, and shifting cultural values?
Our job was to help them see how.
The following deck was created to help BMW’s leadership visualize the concept. My role was to make the possible feel tangible. This wasn’t just design - it was strategic translation. Every image, layout, and visual cue was engineered to turn a bold future into something boardroom-legible, emotionally resonant, and culturally inevitable.
(excerpts)
EXPERIENTIAL CAMPAIGN
SITUATION
As part of The Ultimate Ultimate Driving Experience platform, BMW sought to explore how a legacy mobility brand could claim cultural relevance in a spacefaring future. The challenge: translate an internal Mars concept into a bold, global-facing campaign that could inspire customers, stakeholders, and the public alike.
TASK
Develop a multi-tiered experiential campaign that would extend BMW’s Mars narrative into public consciousness - blending real space tech, cultural symbolism, and participatory storytelling. The campaign needed to be visionary enough to provoke media attention, yet grounded enough to feel technically and ethically credible.
As part of The Ultimate Ultimate Driving Experience platform, BMW sought to explore how a legacy mobility brand could claim cultural relevance in a spacefaring future. The challenge: translate an internal Mars concept into a bold, global-facing campaign that could inspire customers, stakeholders, and the public alike.
TASK
Develop a multi-tiered experiential campaign that would extend BMW’s Mars narrative into public consciousness - blending real space tech, cultural symbolism, and participatory storytelling. The campaign needed to be visionary enough to provoke media attention, yet grounded enough to feel technically and ethically credible.
ACTION
Led creative direction for Project XB, a speculative global activation that included:
- A BMW concept vehicle placed in Earth orbit, visible via telescope
- Interactive LED “torch” activations connecting customers across continents
- A Moon-based social-media-connected rover, enabling public exploration
- A message to the stars - the Record of Humanity and Engineering, broadcast via S.E.T.I., positioning BMW as only the second brand (after NASA's Voyager) to reach for deep space communication
RESULT
Though unexecuted due to budget constraints, the campaign was recognized as a breakthrough in experiential strategy - blending aerospace, media, and symbolic storytelling to expand what a brand activation could be. It remains a blueprint for how legacy brands can tap emerging technologies and space exploration to generate cultural relevance and public unity at global scale.
Led creative direction for Project XB, a speculative global activation that included:
- A BMW concept vehicle placed in Earth orbit, visible via telescope
- Interactive LED “torch” activations connecting customers across continents
- A Moon-based social-media-connected rover, enabling public exploration
- A message to the stars - the Record of Humanity and Engineering, broadcast via S.E.T.I., positioning BMW as only the second brand (after NASA's Voyager) to reach for deep space communication
RESULT
Though unexecuted due to budget constraints, the campaign was recognized as a breakthrough in experiential strategy - blending aerospace, media, and symbolic storytelling to expand what a brand activation could be. It remains a blueprint for how legacy brands can tap emerging technologies and space exploration to generate cultural relevance and public unity at global scale.
(DECK EXCERPTS)
︎