BMW E-Sports

Overview

This project was a strategic pitch for BMW, designed to merge luxury automotive branding with the high-energy world of metaverse esports. We proposed an immersive Fortnite-style event featuring a performance by the global DJ Marshmello, with BMW integrated as the primary partner. To create a cohesive experience, we also developed a custom-skinned version of the Jaxon esports app to align with BMW’s premium identity.

Concept & Creative Direction

As Creative Director and Concepter, my goal was to build a bridge between traditional luxury and digital-first audiences. In collaboration with FIVEKIT, we crafted a narrative that turned a virtual concert into a brand-defining moment. The strategy focused on "meaningful immersion"—ensuring that the partnership felt like a natural part of the gaming landscape rather than just a logo placement.