NOTE: footage provided by the lead agency and clients. My role and the challenge was resignifying these images through storytelling to make them appealing to the Hispanic audience.
BMW wanted to become more relevant among 1st and 2nd generation Hispanics living in the U.S. This spot highlights that they may come from a long line of tradition, but now they're starting a new one different from anyone else's. This is their own path.
The X2 is different. It’s the newest model, it has a sportier design, it follows its own rules. And perhaps that’s the quality that makes both this car and Hispanics so adaptable to any circumstance. Casual/elegant, foreign/local... doesn’t matter. They fit in seamlessly in every situation.