Introduction
Premium eyewear maker Marcolin brought the challenge: launch the new collection of BMW Eyewear in a unique way that captures the brand’s link to performance, luxury and style.
Approach
We crafted a strategy that would highlight all elements of the BMW brand while offering a bucket-list experience: testing and opening up M Series cars on the legendary racetrack in Thermal, California, which was also selected as an ideal, full-sun location and environment to test the new sunglasses.
We recruited an incredible cohort of auto and lifestyle journalists from publications including Road & Track, The Manual, Inside Hook, Car Design News and Unnamed Project, and added a powerful new media group with content creators Alan Enileev, Sonja Reid, Fabian Arnold, BeemerFam, and NFL Super Bowl Champion and Philanthropist, Victor Cruz.
