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.
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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.
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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.
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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.
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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.
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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.
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Highlight the features of the BMW ConnectedDrive with an emotional appeal?
Direction