BMW - M3 Launch

For the regional launch of the BMW M3 in Singapore, we captured its dual nature, refined sedan on the surface, ferocious performance beneath. Using a wolf-in-sheep’s-clothing metaphor, the key visual fused a wolf’s eye with the headlight to reveal the animal within.

I led the creative direction, copywriting, and retouched the image myself, to craft a bold, minimal image expressing sophistication with a fierce core.

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