![A red BMW SUV ascending a winding road, surrounded by trees and rocks in the background.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/6469103b67b514bd712e1b91_bmw-hero.webp)
BMW
Drove growth in a crowded luxury market
Case Study
![various artwork with human face elements arranged diagonally](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/646e9a501182080c1e6c9536_Social_16x9_rgb_Layers%201%20(3).webp)
Story and Motion
Cinemagraphs, videos and motion design made all communications more elegant and effective.
![BMW workers around a white BMW SUV with the tagline, ""Embark on an American adventure" showcasing the SUV's journey from Spartanburg, SC, to the LA Auto Show](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b539dcc8f68f698340655f_1.jpg)
![White BMW SUV driving through a dirt track flying by other cars participating in a demolition derby, with taglines "Advanced suspension helped us conquer a demolition derby" and "Chattanooga, TN" at the bottom.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b539ea75a65bc7f9810088_2.gif)
![White BMW SUV driving through a body of water with "Tuscumbia, AL" at the bottom](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b53cdb099945a8239a3132_3.jpg)
![White BMW SUV on top of a barge ship with waves rippling as it sails by, and "Memphis, TN" at the bottom.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b53cff12bb9bbee2eafbdc_4.gif)
![White BMW SUV on a football field surrounded by football players with "Nazareth, TX" at the bottom.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b53d1ceacdd83d484018f1_5.jpg)
![Overhead shot of a white BMW SUV following a tractor in the middle of a cornfield, with "Dimmitt, TX" at the bottom, and a white BMW SUV driving past three cowboys riding horses with "Magdalena, NM" at the bottom.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b53d42cd5e40548cd17dcf_6.gif)
![White BMW SUV parked next to a cactus tree in Joshua Tree, CA, and driving through the streets of Los Angeles, CA, before its grand debut at the LA Auto Show. "Start your Journey" within a black box.](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/60b53d591f3e256ce2017691_7.jpg)
TARGETED LAUNCHES
Each new vehicle had a dedicated, targeted stream of communication to match potential drivers with the features that would move them the most.
![BMW advertising packet](https://cdn.prod.website-files.com/608c35f727b0be56a88885c1/646e9a96f5210ab04fd48350_bmw-bottom.webp)