BMW: Golf Collection

UEG was challenged to reimagine the BMW Lifestyle Golf collection by moving beyond its traditionally conservative, commercial look and establishing a visual direction that felt fresh, culturally relevant, and distinct. To achieve this, we partnered with photographer Moïse Youmba, whose bold, zeitgeist-driven style injected a new sense of narrative energy into the collection. Complementing this, stylist Lisa Loehr brought unexpected perspectives that redefined the pieces with a cultural edge. From concept to execution, our team led full production—including location scouting, creative direction, and shoot execution—anchoring the work in the joy and spontaneity of being on the golf course.​​

The results not only surpassed expectations but also deepened the client relationship, unlocking new creative mandates and ongoing collaborations. Engagement levels outperformed prior BMW Lifestyle shoots by 10%, reinforcing the effectiveness of a more contemporary approach and positioning the Lifestyle line as more dynamic and resonant within culture. This project proved the impact of reframing legacy aesthetics through bold creative choices and demonstrated how fresh perspectives can open new opportunities for brand storytelling.