Edge Electrified • A Brand Campaign Capturing the Edge of Electric Mobility With Style and Performance

As a partner who has brought together creative car campaigns with data-based, scalable marketing solutions since August 2021, we were thrilled to collaborate with BMW to conceive and build its new campaign for the i4, the i4 M50 and the i4 ICE: a social-first modular campaign that is tailored to the needs of different outlets, markets and customers.

EDGE ELECTRIFIED is not just about driving fast or looking sharp, but rather redefines the joy of driving an electric-powered performance car. “Edge” as a concept is hard to pin down—it can reference the sharp lines of the i4’s silhouette, the curve of a quick turn, or the technology that turns an everyday commute into an adventure. Or it’s all of the above; deeply rooted in BMW’s core values, the campaign depicts the brand’s claim of Sheer Driving Pleasure: 100% Electric.

As part of the BMW Marcom Engine, our creative team in Berlin collaborated with award-winning director Bode Brodmüller, renowned for his modern and visually striking style. Working with Tony Petersen Films, we developed a unique visual narrative set in minimalist environments with warm tones and electric blue highlights. This color scheme immerses viewers in the performance of electric mobility and celebrates the joy of driving a BMW.

The EDGE ELECTRIFIED campaign extended across film and social media. Matthew Jones, the main photographer, and Lars Borges, responsible for social media photography, translated each element into a cohesive range of still imagery that elevated the campaign’s core message. The consistent electric blue served as a visual thread that authentically framed the talent and the new i4 within this new, electrified and sophisticated version of the edge.

The EDGE ELECTRIFIED campaign for BMW effectively captured the essence of BMW's innovation and performance in an electrified future. By leveraging a cohesive visual narrative and a consistent electric blue theme, we were able to create a compelling campaign that resonated across various markets and platforms. The campaign not only showcased the i4's advanced technology and dynamic design but also reinforced BMW's commitment to sustainability and sheer driving pleasure, setting a new benchmark for automotive campaigns.