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.
Can you tell I had a lot of fun creating it from scratch? The design process was time consuming and tricky, especially with finding the right stock imagery, however the end result was completely worth it.
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.