THE ULTIMATE ULTIMATE DRIVING MACHINE
CREATIVE DIRECTION FOR VISIONARY BMW INITIATIVE
I led art for a project by a BMW aligned startup agency called Indelible Planet, that was tasked with exploring groundbreaking legacy initiatives for BMW's board in Munich. The role required transforming visionary concepts like the Ultimate Ultimate Driving Experience 'Drive a BMW on Mars' and 'The Oceans Project' into compelling visual narratives that would captivate global stakeholders while preserving BMW's hallmark gravitas – the measured sophistication that has defined the German automotive leader for generations.
The overarching goal of the design was to inspire its audience into bold action.
The overarching goal of the design was to inspire its audience into bold action.
‘LEGACY BRANDING asa concept was crteated by IP.
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STRATEGIC VISION
Created a comprehensive visual identity system that translated complex engineering concepts into an accessible visual language, balancing innovation with corporate credibility.
BRAND DEVELOPMENT
Developed complete visual ecosystems including:
- Identity Systems & Design Language
- Strategic Presentation Frameworks
- Visual World Creation bridging current reality with the future
Created a comprehensive visual identity system that translated complex engineering concepts into an accessible visual language, balancing innovation with corporate credibility.
BRAND DEVELOPMENT
Developed complete visual ecosystems including:
- Identity Systems & Design Language
- Strategic Presentation Frameworks
- Visual World Creation bridging current reality with the future
IMPACT
- Unified artistic vision with business strategy
- Developed visual systems that supported ambitious global initiatives
- Unified artistic vision with business strategy
- Developed visual systems that supported ambitious global initiatives
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The concept centered on modifying an advanced BMW prototype for Mars conditions, creating not just a technological marvel but a powerful symbol of human ambition and German engineering excellence.
It included comprehensive engineering adaptations, marketing strategy, and partnership frameworks with space agencies.
DRIVE A BMW ON MARS EXPERIENTIAL CAMPAIGN DECK (EXCERPTS)
Project XB: ‘DRIVE A BMW ON MARS’ was our groundbreaking experiential campaign accompanying the ‘DRIVE A BMW ON MARS’ initiative.
The multi-faceted program included:
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an orbiting BMW concept car visible from Earth
- an interactive LED torch activations for global customer participation
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democratized Moon exploration through a social media-connected lunar rover
The campaign's apex featured a 'Record of Humanity and Engineering' broadcast into space via S.E.T.I., positioning BMW alongside NASA's Voyager as only the second brand to send a message to the cosmos.
While budget constraints prevented execution, the concept demonstrated how automotive brands could leverage space exploration to create meaningful public engagement and global unity. The proposal earned recognition for its ambitious fusion of traditional brand activation with cutting-edge space technology.
