CLIENT: BMW | ROLE: Creative / Art Director
Agency: wasserman
To promote the 2024 BMW × Frieze London event, we were tasked with producing product imagery that captured the essence of London. A last-minute location change meant rethinking the entire shoot in under 48 hours.
Our team swiftly secured a Southbank permit, taking to the streets with a branded BMW i7 and renowned automotive photographer Tom Kahler. Over several hours, we shot in changing light conditions, using London’s public spaces and energy as a dynamic backdrop.
The resulting imagery showcased a vibrant, urban narrative that positioned BMW seamlessly within the city’s cultural Southbank landscape. The photographs were used to promote the event globally, with hero shots displayed inside the Frieze London lounge, and featured across BMW’s website and social media channels.
I led the creative direction for the shoot, guiding the visual approach and ensuring the output aligned with both BMW’s brand identity and Frieze’s cultural aesthetic.
