Overview
A speculative pitch created while at Arnold Worldwide for BMW. We rented BMW SUVs, recruited four millennials and four baby boomers, and sent them on a cross-country road trip — documenting the entire journey along the way.
Problem
The pitch needed a concept that could showcase BMW vehicles across very different generations of drivers, and do it in a way that felt authentic rather than scripted — all on a two-week timeline.
Role and Responsibilities
Role and Responsibilities
I was Lead UX/UI Designer for the site, responsible for the experience and visual design of the destination where all the road trip content came together.
Solution
We took the photos, videos, and stories the eight participants generated on the road and built a website to showcase the full journey, designed and built within the two-week window.
Results and Impact
Delivered a complete experiential pitch concept — casting, vehicles, road trip, and a finished website — in two weeks.
Reflection
This project is a good showcase of what's possible under serious time pressure — sometimes the tightest deadlines produce the most resourceful work.