ABOUT

ROLE: Art director, designer
MEDIA: Above The Line, special build Out-Of-Home billboards, press ads

This above the line campaign consisted of 2 separate, but similar routes. One was mostly advertising the new BMW i3 car, the other was advertising the Become Electric App enabling to take a virtual 360° test drive. I created main visuals for both.

To create 'The Bolt' execution I worked with a creative team, who provided me with a drawn scamp. My responsibility was to bring it to life. I did a vast & tricky image search and retouched it all into a ready-for-print visual used on cover pages of several press titles.

'The Glow' App visual was conceptualised and art directed by me. The design I created was also used as a attention-grabbing illuminated billboard.

These special build billboards are a part of a larger £1m campaign running on across roadside, rail and underground sites in the UK. They incorporate 'Halo' lighting into customised billboard special builds to create an after-dark glow effect around 2D cut-outs of the i3.

Key parts of the car are separately illuminated to highlight the models hi-tech eco-friendly features and electric inner workings, while a cutting-edge printing technique accentuates the contrast with the backlit skin.