Critical Mass London


What if buying a new car was as simple – and as entertaining – as shopping online?

BMW's redesigned Build Your Own (BYO) takes the concept of the online car configurator to a new level of personalization, intelligence, and fun. An immersive design studio and data-driven recommendations turn the stressful task of choosing body styles and options into an all-around engaging experience, building customer confidence in the brand and in themselves before heading into the dealership.

In short – it's an online experience befitting the Ultimate Driving Machine™.


  • BMWClient
  • Christopher HurbsSenior Designer
  • David EverlyAssociate Creative Director
  • Geoff RoeckerAssociate Creative Director
  • Hong VuCopywriter
  • Jana SwierczynskiSenior Producer
  • Jon MokGroup User Experience Director
  • Mark MulveyStrategy Director
  • Michael HejjaSenior Developer
  • Mike LanyonVP, Technology
  • Natalie RaimondiSenior User Experience Designer
  • Nigel DennisSenior Designer
  • Raisa SerranoSenior Designer
  • Samantha StringfellowVP, Client Partner
  • * Critical Mass
  • * Aarti PatelSenior Front End Engineer
  • * Jacques KrzepkowskiSenior Art Director
  • * Andrea LennonEVP, Managing Director
  • * Mike LanyonVP, Technology
  • * Evan JonesExecutive Creative Director
  • * Darryl BraunmillerEVP, General Manager
  • * Chris BurkeDirector, Technology
  • * Brian HerseySenior Front-End Developer
Annual 2020 SilverBMW Build Your OwnEffectiveness Annual 2020 ShortlistBMW Build Your OwnDigital Annual 2020 ShortlistBMW Build Your OwnWeb Contributor:

Critical Mass has been a Contributor since 25th November 2015.

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BMW Build Your Own