Client: BMW
Role: Lead Designer
Team Collaboration: Cross-functional with Video Production Team & Urban Artist
⸻
Overview
Following the conceptual tone set by a companion video campaign, this print campaign was developed to amplify the build-up to each England football game with a unique blend of visual rhythm and street-level energy. The goal was to evoke a sense of melody and momentum—mirroring the emotional journey of fans as they made their way to the stadium—while also sparking engagement across social platforms.
⸻
Creative Concept
The campaign revolved around the idea of creating “melody in motion.” We explored the visual metaphor of music bars made from real rubber wheel marks of a BMW M3, invoking both speed and raw emotion. Originally envisioned on concrete or tarmac, the concept evolved as we recognized the need for a more dynamic visual texture.
⸻
Execution
To elevate the aesthetic impact, we collaborated with a street artist to craft bespoke urban canvases—layered, abstract backgrounds rich in tone and energy. These canvases provided the perfect foundation for overlaying the tyre marks and my graphic design elements. The resulting compositions struck a compelling balance between gritty realism and graphic elegance, reinforcing the idea of rhythm, movement, and national pride.
⸻
Impact
The final artwork was used across print and digital channels, forming part of a larger integrated campaign. It resonated strongly with fans, offering a visually striking and emotionally resonant lead-up to matchdays. The work also sparked organic sharing and conversation on social media, achieving the goal of turning anticipation into participation.
