BMW
MARS INITIATIVE
THE ULTIMATE ULTIMATE DRIVING EXPERIENCE
(Creative Director, Visual Strategy)BMW’s board initiated a long-horizon exploration of the brand’s future beyond its terrestrial legacy. In a world shaped by climate disruption, shifting mobility paradigms, and space exploration, the question was not model evolution — but philosophical evolution.
I led the conceptual and visual articulation of the Mars direction, reframing performance from speed to terrain. Mars became a strategic lens: a hostile environment that tests precision, control, and engineering integrity at their limits.
Core concept: "The Ultimate Ultimate Driving Experience" — BMW not as a visitor to Mars, but as a brand evolved to meet it.
The design language blended aerospace precision and German minimalism. Presented to BMW board in Munich as part of multi-generational brand direction work, 10 years before Mars entered mainstream brand conversation.
I led the conceptual and visual articulation of the Mars direction, reframing performance from speed to terrain. Mars became a strategic lens: a hostile environment that tests precision, control, and engineering integrity at their limits.
Core concept: "The Ultimate Ultimate Driving Experience" — BMW not as a visitor to Mars, but as a brand evolved to meet it.
The design language blended aerospace precision and German minimalism. Presented to BMW board in Munich as part of multi-generational brand direction work, 10 years before Mars entered mainstream brand conversation.
