BMW Connected Drive Ad Campaign
ADVERTISING | VISION COMMUNICATION
Fall 2016
Tools Used: Sketch, Principle, Adobe Creative Suite
Introduction
The One Show competition is an annual Advertising and Design competition with different brand challenges every year from different companies.
My team and I decided to tackle BMW’s brand challenge highlighting the features of the BMW Connected Drive.
I served on a team of Advertising, Film, and Motion Media students to create a campaign video adhering to BMW’s goal of spreading awareness of the Connected Drive app.
BMW’s Connected Drive a personal mobility assistant that assists users in a range of everyday mobility-related tasks from starting their car remotely to recommendations for optimal departure times via iPhone and Apple Watch that can be seamlessly transferred into the car.
How might we
The direction that my team and I followed targeted the average overworked American worker. Our persona featured in the video begins her day with a negative tone that transitions to a positive, motivating one as the BMW ConnectedDrive app helps her get through the busy day.
The voice-over in the video changes the entire tone and feel of the message when read backwards, further contributing the idea of “shifting your mentality” from a negative to positive outlook on life.
My role in my team as a UX Designer was to create iPhone, Apple Watch, and car dashboard screens for the BMW ConnectedDrive and interactive prototypes to be featured in the advertisement video.
Highlight the features of the BMW ConnectedDrive with an emotional appeal?
Direction