EDGE ELECTRIFIED Global launch campaign for the new BMW i4.
It’s all about that moment before everything happens. The pause before the pedal drops, before the swing connects, before energy turns into motion. It’s tension and anticipation, standing still but ready to launch into something sharper, faster, more alive. The i4 had the edge, our campaign made it the spark.
CLIENT: BMW
Agency: Monks
My role: Creative direction, concepting, copywriting, shooting coordination, post-production, campaign execution.
Three different models - i4, M50, ICE - under one concept.
A modular universe directed by Bode Brodmüller, designed to let each model show its character without breaking the flow. For the i4 M50, the electric performance version, we leaned into sharp angles, aggressive panning, and dynamic cuts to capture its power. Even the G23 Cabriolet, though a combustion engine, lived naturally within the same visual language, standing shoulder to shoulder with its electric counterparts.
Modular, scalable and social-first.
The social media campaign featured a wide range of assets, spotlighting key features of the three cars, with unique talents representing each model.
Philipp Bach added his signature touch with additional TikTok content, giving the campaign an extra spark across platforms.
The production took place over 30 days in Cape Town, South Africa, where Matthew Jones led the still image shoot.
Lars Borges tagged along on the film set, focusing on intimate, behind-the-scenes that brought a personal touch to the campaign.
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