BMW Lifestyle refers to a range of products and accessories offered by the BMW Group that extend beyond the automotive sector. These products represent the lifestyle and values of the BMW brand, allowing customers to express their enthusiasm for BMW outside of driving. Designed to convey quality, innovation, and a premium image, BMW Lifestyle products cater to both BMW enthusiasts and those seeking a touch of luxury and style in their daily lives. Every BMW Lifestyle Collection has a renewed campaign every half year.

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Creative Director for over 10 years on all BMW Lifestyle campaigns including picture and film productions all over the world. Every campaign is deployed in a 360° campaign across all channels, from digital to a 100 - 150 page catalogue.