BMW - M3 Launch

For the regional launch of the new BMW M3 across Singapore, Malaysia, and the Philippines, we wanted to capture what makes every M car so thrilling, the quiet confidence of something extraordinary hiding in plain sight. A wolf in sheep’s clothing became the perfect metaphor: on the surface, a beautifully designed sedan; underneath, a ferocious sports machine waiting to be unleashed. The visual focuses on a wolf’s eye fused with a headlight, an arresting image that hints at the animal within.

I led the creative direction, copywriting, and retouched the image myself to craft a bold, minimalistic image that visually embodies the spirit of the M3, refined sophistication with a fierce heart.

Role: Creative Director, Art & Copy
Agency: OG Singapore
Team: Executive Creative Director – Mike Cheng