…perfection as drive. Performance as a concept. Exclusivity as a claim. This four-note address by the BMW M apologists sums up the briefing for the new BMW M website very well. In early summer 2016 we set out to create a new paradise for the desire for smoking asphalt, TwinPower turbocharged engines and enhanced leather upholstery in champagne. It became a close race.
A new paradise for petrol heads.
The website should look muscular and well-trained. We wanted to nip the build-up of fat in the form of nested secondary navigation and overflowing copy texts in the bud. Bold images and fast-paced video loops for the M fans, pointed facts and expert product presentations for the buyers. Crowned by an online magazine to play the entire gasoline-in-blood keyboard. After all, we also wanted to inspire the M community.
A team without fear or blame.
I was responsible for the creative concept of the website, writing the copy, coordinating with the client on a weekly to daily basis, developing new content formats, creating editorial and production schedules, and operationally managing the creative aspects of this project, which concluded for me shortly after Easter 2017 with the launch of the website. Fortunately, the team included some of the best people I know.
Agentur
ECD
Post Production
Video Production
Art Direction
Art Direction
Art Direction
Concept
Copy
A product page from my pen.
The result of one day on the Nordschleife.
