2025 Ryder Cup & BMW Championship.

In 2024, I led a new cohesive brand identity, and TV/social campaign for the penultimate tournament in the PGA Tour season. The brand identity remains, but for 2025 the campaign was evolved together with one of the greatest golfers in the world.

Featuring two stories for TV, and a handful for social, each piece reveals a part of the ethos and personality that Collin Morikawa brings to every tournament.

BMW x KITH FW2022 Collection Launch.

The story of BMW Electric in an unmissable setting. Leading the creation of a story in 3D, we began with history and the famous 1602 which debuted in the Berlin Olympics, and ended with the future: a one-of-six KITH Edition BMW i4.

Results: The collection sold out in minutes, with the Kith Edition i4 selling for $347,000USD at auction, and the BMW i4 M50 emerged as the most popular model within the BMW M lineup.

2024 Super Bowl.

In a world full of imitators, being icon can be tough.

We wheeled them all out, along with Hollywood’s most impersonated man, to launch the BMW i5 at the Super Bowl in 2024.

Results: Site share for the i5 increased 806%, while the 5 series overall saw a 246% increase, all leading to record sales numbers for BMW in 2024.

#1 New York Times, #1 Esquire, #1 iSpot, #7 USA Today AdMeter. And favorite on almost every other “best of” list you could find.

BMW Championship 2024.

Tasked with creating a brand identity for the PGA tournament, and creating commercials that would run during the event, I led my team to combine both projects into one cohesive look & feel.

First up: two commercials that ran during the broadcast, highlighting the design aesthetic and build quality the BMW XM and 7 Series together with one of the brightest talents on the PGA: Max Homa.

BMW Certified – The Difference Is Obvious.

Just a dad doing his best to pull off a successful counterfeit.