The 2 Series Active Tourer

When BMW introduced the new generation of the 2 Series Active Tourer to us, it came with a challenge: The last model sold fairly well, but was considered by critics as the ugly duckling of the brand, especially compared to their iconic sport sedans and SUVs. 

Certainly helpful: The new model comes with a complete design overhaul and features an interior far more innovative and futuristic than its predecessor; setting new standards in its class, with both sporty and hybrid drive trains further differentiating it from the segment stereotype.

So with the challenge came an opportunity to turn this perception upside down and bring the Active Tourer closer again to the brand’s core of joy

My role consisted of working along side my seniors and creative directors to develop the concept, visual worlds, styling and casting guides and social media edits all from concept to post production phase.