BMW Ramadan campaign

BMW is driven by a single mission, to provide Sheer Driving Pleasure. That means taking joy in the journey, rather than the destination. Similarly, during Ramadan, Muslims are not living for the point at which they break their fast, their destination, but instead take the opportunity to savour the journey, and all the lessons that can be taken from it. This TVC is based on that thinking.

This one is still in my portfolio because it was one of the first films where I was involved from the initial idea all the way through to production.

Agency: Serviceplan Middle East • ECDs: Moe Jawhar • CD: Kazuko Yokoe • Art Director: Cristiano Signore