BMW M THE DROP
Project Overview
"The Drop" is the third film of the successful M Town campaign. A man races through the city to grab the limited BMW 666 rim during a hype release. Features 18 different BMW M models, Easter eggs hinting at the electrified future, and a world full of details.
Objective
Continue the M Town story and excite the BMW M community with insider references and future teasers.
Production Process
Created hundreds of mockups and designs for props, locations and details: M Town News lower thirds, HYPERIMS store (interior & exterior), donut café branding, racing team construction site, flower design, pizza service, travel agency, movie posters, magazine covers, M Power charging station, Hotwheels blister box, craft beer mockup and more.
My Role
Senior Art Director. Nearly complete production design – from store branding to packaging. Almost every frame contains something I designed.
Special Features
The film teases the electrified M future for the first time – an M Power charging station on a pickup truck bed. BMW M's most successful digital campaign.
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