Supreme ease

Launch Campaign for The New BMW X5

The X5 and its drivers are both leaders in their field. They are confident, grounded and aware of their strengths, but with no need to show-off: they are where they want to be.

To convert this into photography, we defined a look of ‘supreme ease’ that hits the sweet spot of incidental moments and perfect product appearance.

Client: BMW

Agency: Media.Monks

My role: art direction, campaign execution