EXPLORE YOUR EDGE Social-first campaign for the new BMW 4 Series.
It’s about chasing two sides of the same feeling. The thrill of precision, the rush of release. One moment sharp and powerful, the next open and effortless. The Coupé is joy in its purest form, while the Cabriolet unlocks freedom without limits. Two cars, two worlds, one campaign that brings them together.
CLIENT: BMW
Agency: Monks
My role: Creative direction, copywriting, shooting coordination, post-production, campaign execution.
Two cars, two worlds, one campaign.
With Jonas Abenstein we filmed each model in its own world, with a visual style designed to reflect its character.
The G22 Coupé lives in performance: low angles, cast interaction, and an editing rhythm that drives energy forward.
The G23 Cabriolet lives in freedom: wide frames, fluid camera work, and slice-of-life moments edited with calm precision.
Three rainy days in Portugal - somehow, tons of content.
Portugal in late October wasn’t exactly the dessert break we hoped for. Instead, we got last-minute location changes, 100 km/h winds that forced us to crane cars into a school without smashing classrooms, and the worst rainstorm in a decade. Out of that chaos came three days of shooting that somehow turned into a full content engine: hero artwork, cast portraits, stills, reels, product highlights, and everything in between.
Copyright © 2025 Pablo Iriarte Urdiain.
All rights reserved.