BMW: Golf Collection

BMW tasked us with reimagining the BMW Lifestyle Golf collection—evolving it beyond its traditionally conservative and commercial look into something modern, relevant, and culturally distinct. The goal was to infuse new energy and perspective into the brand’s aesthetic while staying true to BMW’s premium identity.

To bring this vision to life, we partnered with photographer Moïse Youmba, whose bold, zeitgeist-driven work added a dynamic and youthful spirit to the collection. Collaborating with stylist Andrea Tzelepides, we redefined the visual narrative—introducing unexpected styling choices that infused each look with a sense of spontaneity and edge. Together with off studios, our production partner, we developed a creative concept that captured the joy and movement of the golf course through an authentic, story-driven lens.

The results spoke for themselves. Engagement for the campaign outperformed previous BMW Lifestyle shoots by 10%, reinforcing the power of a contemporary creative approach. Beyond the metrics, the project deepened client trust and led to new creative collaborations, successfully repositioning the BMW Lifestyle line as a brand that resonates with modern audiences both on and off the course.

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