KNOW YOU CAN

Crafting an air of quiet confidence
True confidence never shouts. So it made sense that any advertising for the BMW X5, with its self-assured size and confident off-road control, should be quietly understated too.

This very direct direct-mailer featured no OTT new car hype. Instead, it combined bold visuals with a sparse, self-assured tone of voice – allowing the inherent confidence of the X5 experience to come through on every page.


Client
BMW


What I did
Co-concepting
Story and narrative development
Copywriting