BMW X3 Global Launch

The crossover SUV market has become the most competitive category in the automotive industry. With a global shift towards bigger vehicles, it was becoming evident that the X3 would likely replace the 3 Series as BMW’s top selling body style. As a brand with a legacy in building performance sports sedans, it was imperative for this campaign to champion the performance essence of the brand, while also being inclusive of BMW’s Sports Activity Vehicles. We leaned into the unique positioning of “passion” and “independence” to set ourselves apart from the competition and to serve as a platform for individual markets.

Role: Brand Strategist

CCO: Patrick Scissons

ECD: Oliver Handlos

Creative Director: Nate Virnig

Associate Creative Director: John Haggerty

Art Director: Thomas Belmonte

Copywriter: Chris Wernikowski

Group Account Director: Samantha Smeach Stringfellow

Executive Director of Strategy: Sam Chotiner