BMW i8 Roadster – premium DM pack

BMW i8 Roadster – visual language

I wanted the typography in the DM pack to have a unique approach. The i8 Roadster is a premium, future facing supercar and straight typography didn't seem to do it justice. I developed an abstract typeface that was as much about communicating a feeling as it was a specific message.

BMW i8 Roadster – 96 sheet advertising at Heathrow airport

BMW i8 Roadster – shoot

For the shoot we wanted to capture as much in-camera as possible. CGI renders are widely used nowadays but as the i8 Roadster is a premium model, we wanted the car to feel real and the images to have their own sense of soul.