A statement-making palette

BMW sought greater relevance in the Middle East, and to shed its image as yet another imported German brand.

With most communication imported from the West, the brand’s desire to celebrate the region was lost in Alpine vistas, blue-eyed protagonists and other details that did not reflect the sensibilities and warmth of the region.

We created BMW’s first truly regional campaign for the Middle East: ANA BMW. Loosely translated as ‘I am BMW’, it served as a bridge and homage to the region, and a rallying call for its people to share what BMW reflects about them.

Working with the team at BBDO, I was tasked with giving the campaign’s art direction even greater resonance with the region through colour. I swapped BMW’s cool, wintry tones for warmer ones inspired by the Middle East: dusky dunes, the setting sun and neon-lit baqalas set the stage for a colour-shifting, distinctly Arabian identity for the iconic German automaker.

With these bespoke regional colourways setting the tone, the team scripted and storyboarded the ANA BMW film. The colourways also served as the base for the film’s edits and cut-downs.