The ultimate writing experience.
Under our ECD’s guidance, we brought BMW’s story to life across some of its most high-profile campaigns.
I played a leading role in conceptual development for the XM launch, and collaborated across agencies to shape two Super Bowl campaigns from concept to execution (the 2022 SB spot resulted in 1.2 million engaged visits and 378% increase in search volume).
Following in my mentor Geoff Roecker’s footsteps, I mentored junior copywriters, building their craft and confidence while strengthening the team’s creative voice.
Ganz elektrisiert.
Super Bowl 2022. As part of a massive interagency effort with GS&P, our work helped bring this celebrity-packed, Bryan Buckley–directed spot to life – landing #7 on USA Today’s Ad Meter. (Yes, Peggy the Pegasus stole the show.) On the Critical Mass side, I led storytelling and copy to ensure the Super Bowl splash carried through to a refreshed digital experience for the BMW EV lineup, turning a big-game moment into a long-tail strategy.
2022 XM Launch. The XM was an unusual and exciting challenge and a true milestone for our team – not only for what we delivered, but for how we expanded the creative and technological toolkit that shaped our future work.
We reimagined the positioning for the XM – a bold vehicle honoring the legendary M1 – through an interagency brief with 360° ideas spanning digital to experiential activations.
The product page launch drove significantly higher engagement than other vehicle overview pages (including our X models), while our use of Unreal Engine opened new cinematic ways to ignite the client’s imagination.
ECD + CDs: Ben Hawk, Ryan Frank, Geoff Roecker
SVP Global Director: Alexander Rea
CW + AD: Darley Stewart, Konrad Schoshinsky
OOH moment: The XM came alive on a giant anamorphic 3D billboard above the Edition Hotel in Times Square. Together with GS&P, we explored multiple concepts for a memorable, immersive launch experience – with animation by BCN Visuals bringing cutting-edge 3D magic to life.
Cutting-room floor fun: Exclusive XM Society? Check. Pre-order buzz? Check. Wild art + copy ideas to seduce the early adopters? Double check. Didn’t launch – but these ideas always live on as the seeds for bigger, bolder moves.