Client — BMW UK
Role — Art Director / Creative
Agency — Wasserman
For BMW × Frieze London 2024, we were tasked with creating a suite of product imagery that captured both the spirit of the event and the energy of London itself.
With a last-minute location change forcing us to rethink the entire shoot in under 48 hours, we quickly pivoted and secured permits for London's Southbank, taking to the streets with a branded BMW i7 alongside renowned automotive photographer Tom Kahler.
Across several hours and shifting light conditions, we used London’s public spaces as the backdrop, building a visual story that felt vibrant, elevated and true to the city’s cultural landscape.
As Creative / Art Director, I led the visual direction of the shoot, shaping the overall approach and ensuring the final output balanced BMW’s premium brand identity with the artistic world of Frieze.
The final imagery was used globally to promote the event, with hero assets featured inside the Frieze London lounge, across BMW’s digital channels, and throughout social media.
