Lifestyle Webseries / Branded Content, 2010
Client: BMW Canada, BMW M

BMW: Obsessed was a project that began with rather modest ambitions but quickly grew to a viable, large-scale branded content series. Originally contracted by BMW Canada to follow a lucky group of car enthusiasts as they took a trip to Germany and Austria to experience the origins and the meaning behind the BMW brand. Along the way, the global division of BMW M (their high-performance motor sports) saw what we were doing and got fully behind the project, putting it on the frontpage of BMW.tv and garnering over 100k views.

We traveled to Munich and visited the main facilities of BMW worldwide and then got to travel extremely fast on the Autobahn driving BMW Ms. We drove some M cars on the Salzburgring in Austria in the beautiful village of Salzburg and then put some F1 cars through their paces on the legendary Nürburgring (AKA the “Green Hell – check out Ron Howard’s “Rush” to get a better sense of the place).

This is another project where I was lucky enough to work with a brand that I had a personal affinity towards. My father was a big fan of BMWs and consequently I am as well, and that extends to their marketing and overall aesthetic. So, to go on the journey with this group of enthusiasts was pretty fun to say the least.